In the midst of an era where wearable technology seems to thrive, German beer manufacturer Budweiser has created a Twitter-powered knitting machine just in time for the sweater season.
'Knitbot' was created by Budweiser to discourage drunk driving and instead campaign to encourage people to appoint designated drivers over the holidays. The machine is a response to the Twitter hashtag #jumpers4des and is linked to the production of the festive sweaters. The more mentions the hashtag gets, the more sweaters the machine creates. The knitted sweaters will feature snowflakes and the traditional Budweiser Clydesdale horses.
“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,” says marketing manager, Jennifer Anton of Budweiser UK.