SHARE

Festive knitwear is about become even cooler as a Twitter-powered knitting machine, nicknamed Knitbot, has been unveiled by Budweiser today ahead of the forthcoming Christmas jumper season.

The groundbreaking machine will knit the festive season’s ‘must have’ fashion garment and is being pioneered as part of Budweiser’s campaign to 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 the Knitbot will make. The special machine has been in secret development since the summer and will now be used to knit jumpers to celebrate designated drivers over the festive period.

Knitbot will complement the trend of Brits donning festive jumpers, with a bright red theme accompanied by white snowflakes and traditional Budweiser Clydesdale horses. The design mirrors the limited edition Budweiser can packs now available in supermarkets, reminding consumers to ‘Celebrate Responsibly’.

Jennifer Anton, Budweiser’s UK Marketing Manager, comments: “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.”

Knitbot launches at 10am on 26 November and will knit away via the power of Tweets until 10am on 6 December. A lucky number of supporters of designated drivers can visit the Budweiser UK Facebook page afterwards for a chance to win a jumper made by Knitbot.

Budweiser Celebrate Responsibly Christmas jumper packs are available in stores now, with a percentage of proceeds aiming to deliver £20k from special Give Back packs in ASDA going to the charity RoadSafe, the UK’s leading forum for promoting and devising solutions for road safety problems.