Frito-Lay and Uber partnered to promote safe driving during the 2017 Falcons vs. Patriots game, with a limited edition Tostitos breathalyzer chip bag. The “Party Safe” bag was equipped with a sensor connected to a microcontroller calibrated to detect small traces of alcohol on a person’s breath. If alcohol was detected, the sensor turned red and displayed a “Don’t drink and drive” message along with an Uber promo code. The goal of the partnership was to remove 25,000 cars from the roads on game day.