Brewdog hacks Waze GPS in drink-driving campaign

BrewDog has taken its unorthodox approach to marketing all the way to Brazil, revealing that it hacked Waze GPS software to alert Carnival motorists to the dangers of drink driving.

'Throw Back Crash', created by Leo Burnett, warned drivers of the inherent risks of alcohol in a novel manner by mapping 50 previous crashes linked to intoxication which were reported as recent accidents on Waze, complete with a blunt message not to mix alcohol and driving.

Érica Rocha, marketing manager of BrewDog São Paulo added: "We are passionate about two important things: people and beer. We hold socio-environmental responsibility as a pillar and we are aware of our responsibility in creating new societal practices. And drinking and driving is undoubtedly one of them.

"By using an app that people commonly use to avoid police roadblocks to send such an impacting message of social responsibility is a very innovative way to call the public’s attention."

The traffic in Brazil is considered one of the most violent in the Americas, with Sao Paulo being the state with the highest number of road traffic deaths and drunk driving being the second largest cause of these deaths, according to recent data from the World Health Organization (WHO).

BrewDog, which is trying to grow its US presence, prides itself on its subversive marketing having previously erected a craft beer bar 'straddling' the US-Mexico border.

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