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Tostitos using call technology bags for tipsy football fans

Tostitos using call technology bags for tipsy football fans

Dial800 isn’t the only company finding innovative ways to harness the power of call technology.

To coincide with this year’s game between the Patriots and the Falcons, Frito-Lay has created a groundbreaking Tostitos bag that can sense alcohol on the consumer’s breath, then automatically calls for a $10-discounted Uber ride with the mere tap of the user’s smartphone.

Only 1,000 bags will be in circulation, with the “Party Safe” bags sent only to pre-identified fans of the brand. In conjunction, however, Frito-Lay will release special-edition Tostitos bags to stores, allowing the first 25,000 users to get $10 off an Uber ride if they call Uber on the evening of Feb. 5.  

The inventors hope the two products in conjunction will take some 25,000 drunk drivers off the road following the game.

The glossy black, rather plainly marked “Party Safe” bag can’t measure alcohol blood content to the extent of an official breathalyzer, but can detect trace amounts of alcoholic beverages. It’s meant to remind the consumer he may be intoxicated and in danger of drunk driving.

How does the technology work? During or after the eating of the Tostitos chips, the user switches on the bag and blows through a spigot, whereupon a micro controlled sensor inside does or doesn’t sense alcohol. The front of the bag either lights up green for “go,” or displays a red steering wheel and a “Don’t drink and drive” message. A code good for a $10 discount for new or existing Uber customers is also displayed. The user then taps the front of the bag with his smartphone. This activates the technology known as near-field communication (NFC), which calls Uber so the user can arrange for a ride home.  

That technology, commonly used in the iPhone 6, iPhone 6 Plus, Apple Watch and Google Wallet, allows two chip-equipped devices to instantly exchange information when touched together or placed within a few centimeters of each other. The methodology used is similar to radio-frequency identification (RFID) and employs short-range wireless protocols that function similarly to Bluetooth.

Partnering with Frito-Lay in the products are San Francisco-based ad agency Goodby Silverstein & Partners, San Francisco-based transportation network Uber and nonprofit Mothers Against Drunk Driving. The campaign is also being promoted by Tennessee Titans tight end Delanie Walker, a MADD volunteer who lost his aunt and uncle to a drunken driver hours after the 2013 championship game.

“We wanted to make sure that as people were celebrating, they were also partying responsibly,” Frito-Lay’s CMO Jennifer Saenz told USA Today. “We thought it was an opportunity to begin a conversation with consumers about drinking and driving, and about responsibility, in a really fun and engaging way.”

Dial800 is also engaged in cutting-edge calling technologies. Learn more about how these technologies are used for marketing campaigns by calling 1-800-700-1987.

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