Great Experiential Marketing: Quilmes’ table football
Argentinian beer brand Quilmes reinvented the classic game of table football by making it playable online, in real time and long-distance.
We love a good experiential campaign that brings people from all over the world together – and this activation from Argentinian beer brand Quilmes does exactly that.
Surrounding the hype of this year’s World Cup, Quilmes – official sponsor of the Argentinian football team – drafted up its own team of players to play for Argentina.
Digitally enhanced ‘foosball’ tables were placed in bars around Buenos Aires and other major cities in Argentina. In a world first, the Argentinians who stepped up to play could also play live against their counter parts in Rio de Janeiro.
The designers developed a unique hardware that successfully replicated the feel of contact with the ball, the weight of the figures and the technical ability to make any move, even the illegal “spin”.
More than 5,000 international and digital matches were played, enabling 10,024 Argentinians to fulfil their dream of playing for their national team at the World Cup.
The reward for the winner? An icy cold bottle of Quilmes, of course.
This experiential campaign reminds us of KLM’s Live High Five stunt where Amsterdammers and New Yorkers were challenged by the airline to high five each other using an interactive HD installation to win return tickets to either city.
With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.