Budweiser unveiled Knitbot, a Twitter powered knitting machine, in time for the Christmas jumper season.
Part of Budweiser’s campaign to advise and encourage people to appoint designated drivers over the festive season, Knitbot works by using a special chip designed to respond to hashtag mentions of #jumpers4des on Twitter.
The more hashtag mentions received, the more jumpers – featuring white snowflakes and traditional Budweiser Clydesdale horses – Knitbot will make.
Jennifer Anton, Budweiser’s UK 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 promotion ran until 10am on 6 December, supporters of designated drivers could visit the Budweiser UK Facebook page afterwards for a chance to win a jumper made by Knitbot.