It is actually a pretty brilliant campaign to get Rio De Janeiro Festival goers to take mass transit. Antarctica Beer (official festival sponsors) created a special turnstile that scanned their beer can turning it into a mass transit fare. Empty beer can = subway ticket. It worked too. The beer turnstile got about 1,000 cans per hour. Drunk drivers caught, down 43%. That might be a good move for breweries stateside? Assuming the police don’t arrest you for having an open container.
