During Carnival in Rio de Janeiro fatal accidents caused by drunk driving increase by 50%, according to Brazilian beer brand Antarctica.
As one of the sponsors and most consumed brands at the event, Antarctica wanted to create a campaign that delivered the anti-drunk-driving message in an innovative new way.
Its agency, AlmapBBDO, devised a “beer turnstile,” which turns used Antarctica beer cans into metro tickets at one of Rio’s busiest metro stations during the event in February. Through optical reading, party-goers who dropped their beer cans into turnstiles got a free ride.
The activity was posted in real time to Antarctica’s social media channels, which across Facebook, Twitter, YouTube, and Foursquare reach more than 3 million people.
The turnstiles had more than 1,000 users per hour, which is 86% higher than other turnstiles that day.
According to the agency, more than 200,000 people were impacted by the campaign, excluding those on social networks. AlmapBBDO estimates it generated $1.7 million in media coverage on national TV channels and newspapers.
While fatal accidents caused by drunk drivers typically increase by 50% during Carnival in Brazil, the campaign reduced the number of drunk drivers caught by the authorities by 43%, according to AlmapBBDO.