By leveraging the real threat of ending up behind bars - its promoters will be visible at 50 party spots around the country over the festive season. They will be handing out the Bar Selfie - a simple, cardboard accessory that is placed over any smartphone to give snappers a view of what they would look like behind bars.
"From a liquor industry point of view, we see the abuse of alcohol as a problem and view drunk driving in a very serious light. We are aligned with government on curbing both alcohol abuse and drunk driving. By partnering with the retail trade and using social media, we will be able to reach thousands of consumers at the point of sale," says Dirk Conradie, Corporate and Public Affairs Manager at Pernod Ricard South Africa.
Contestants should post their selfie on Twitter using #BARSELFIE and they could win the grand prize of a dedicated driving service for a year from Goodfellas, valued at R10,000. Other prizes include Goodfellas vouchers valued at R100 and Bar Selfie key rings. The competition runs from 15 December 2014 until 15 January 2015.