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Swedish alcohol monopoly launches 'booze camera' iPhone app

David Landes · 22 Aug 2011, 18:14

Published: 22 Aug 2011 18:14 GMT+02:00

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The new app, Fyllekameran ('booze-camera'), is the brainchild of IQ, a wholly-owned subsidiary of Systembolaget created in 2005 to find new ways to reduce alcohol consumption in Sweden.

Its creators hope that, in allowing users to “meet their drunken selves when sober” will give people pause.

“When you're drunk, you perhaps view yourself in a different way than you would if you viewed yourself drunk when you were sober,” IQ CEO Magnus Jägerskog told The Local.

The Fyllekamera app consists of an alarm that users set before they head out for a night of revelry. When the alarm sounds, users are prompted to click 'OK', at which point their iPhone camera kicks into gear to record whatever shenanigans the user and his or her friends may engage in after having downed a few drinks.

“When the film is recorded, I'm sure it will be fun and hilarious,” said Jägerskog.

Twelve hours after recording is completed, however, another alarm sounds, giving users, who having since sobered up, a chance to relive their intoxicated antics through more sober eyes.

“We want to give people a picture of how they are when they are drunk and give people the chance to reflect,” said Jägerskog.

The app was developed based in part on the findings of a study carried out by IQ involving 510 people aged 18-35 which revealed that six of ten respondents believed their friends would be “negatively surprised” if they saw themselves drunk on film.

The study also found that 29 percent of respondents would be negatively surprised if they saw a film of themselves recorded when they were intoxicated.

According to Jägerskog, people aren't always as pleasant to be around when they are drunk as they may believe, and many young adults – the target group for the Fyllekamera app, drink too much alcohol.

“The point is to help people develop a smarter view about alcohol so that people don't drink too much or too often,” he said.

Story continues below…

“Hopefully some people will have moved to reflect on their alcohol consumption and change their habits.”

On its first day of release, the app had already climbed to 34th place on the Swedish iTunes list of popular downloads, although Jägerskog stressed that IQ has no specific measure for success.

“We just want it to be spread as widely as possible,” he said, adding, however that the app is designed to block users from being able to upload their drunken videos to the internet or share them with friends.

“The point isn't to spread the film on the web or on social media, but to force people to think again about their behaviour,” he said.

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David Landes (david.landes@thelocal.se)

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Your comments about this article

20:22 August 22, 2011 by 007
hahaha, must download
22:56 August 22, 2011 by swedejane
Well this has "backfire" written all over it...
03:24 August 23, 2011 by Luke R D
hahahahahahahahaha - Swedejane. Gold medal comment. My thoughts exactly. Beautifully stated!

Will be interesting to see by how much alcohol purchases increase by conscientious Swedes looking to "meet themselves whilst drunk" - Systembolaget triumphs again.
09:38 August 23, 2011 by Stitched
If they really wanted it to work, have the movies and photos uploaded to a site that shames them. Publicly.
15:00 August 23, 2011 by stupr
twelve hours after filming the user is prompted to view the video.... what happens if you are still on the sauce, surely it would be teice as funny by that point?
17:05 August 23, 2011 by ReluctantSwede
just shows the naivety and stupidity of Swedes....one wonders what drug they were on when coming up with this, can't bee just a couple of beers!
21:31 August 23, 2011 by conboy
Another waste of tax payers money!
10:07 August 27, 2011 by KenHarms
Certainly ranks in the top 10 hypocritical apps of all time.

If you don't understand that, your may be old enough to drink but certainly are not smart enough.

And to think that this is tax supported!
18:47 August 27, 2011 by willowsdad
Whatever happened to the concept of government as an expression of the collective will of the people???? People in Sweden (and lots of other countries) like to get drunk and the government--which they are compelled to support with their taxes--has no business trying to preach to them.

And, yes, the "backfire" potential is highly amusing. It makes one wonder just who thought it up. Surely no one familiar with drinking culture.
12:36 August 29, 2011 by wabasha
willowsdad, i totally agree.

systembologet also has a facebook page, telling you what beer/wine goes with what food and so on. who are they fooling? guess what tastes good with beer? yep, more beer.
14:49 October 20, 2011 by Kahmoudi
I['m seeing Sweden's Drunken Idol videos all across Youtube and other sites...complete with votes and prizes. They'll make a game out of it. People already had friends that could have recorded them with the cellphones to show them their drunken escapades.
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