LONDON, Nov 28 — The Knitbot recognises and responds to hashtags and will continue knitting Christmas sweaters right up to December 6 as part of the beer brand’s responsible drinking campaign.
As well as the traditional design elements, such as snowflakes, that are a bare minimum requirement for a knitted sweater to declare itself as ‘Christmas-y,’ each sweater will also carry the catch phrase “celebrate responsibly,” in line with Budweiser’s larger UK-focused holiday-season responsible drinking and designated driver campaign.
Between now and December 6, for every tweet that contains the hashtag #jumpers4des, the machine, dubbed the Knitbot, will complete another line of stitches on a sweater.
Of the campaign, Jennifer Anton, Budweiser UK’s marketing manager, said: “We wanted to promote and celebrate the important role that designated drivers play in a fun and engaging way, with our own take on the festive knitwear trend. We believe this process of knitting by the power of tweets is the first of its kind, and the end result with our Knitbot machine is something quite spectacular.”
The completed sweaters aren’t for sale but the company will be running a competition to win one on its UK Facebook page.
Also capitalising on the campiness of the Christmas sweater, Coke Sero has launched a Sweater Generator where, until December 1, users are encouraged to design the ugliest Christmas sweater they can. Site visitors vote on their favourite, and the top 100 will win sweaters made from their designs. — AFP-Relaxnews
