The UK are know offering the opportunty for punters to download advertising content about responisble drinking via bluetooth.
It would be interesting to see if people actually download messages to their phone about ‘not getting into a car with a stranger’ after 10 drinks.
Not too sure if this one will work in the current format but I think that the idea has some legs. Actually getting the message out regularly and in an interactive when people are going between nightclubs and pubs as to wether they have ‘had enough’ might work.
Or even better – promoting an alternative such as specials on kebabs down the road or free red bull at a particular venue.