Grolsch launches 'Walk The Line' app through Marvellous

Dubbed ‘Walk The Line,’ the app launched at the North Sea Jazz Festival in the Netherlands and rates the user on their ability to walk in a straight line. A high score offers them a free festival photograph at the Grolsch swing-top bar, but a low score invites them to the bar for a glass of water. While not an actual alcohol test, the developers say the app aims to encourage festival-goers to think about their alcohol consumption in "a fun, innovative way" and share it with their friends. Grolsch is backing the launch with a field marketing campaign at other major music festivals in the Netherlands across the summer with promo staff encouraging festival-goers to download and play with the app. Marvellous has also been commissioned by Grolsch to create a generic version of the app. This will be available from the international iPhone app store from 20 July.