The 2018 FIFA World Cup is less than a week away and brands have been stepping up their celebratory soccer campaigns. Sweedish beer company Norrlands Guld teamed up with agency Åkestam Holst for a jaw-dropping and socially friendly initiative. Building on the fact that the 2014 World Cup event broke the record in tweets with 672 million, the collaborators developed an interactive soccer campaign that communicates team spirit and peer engagement.
The initiative is dubbed 'The Social Beer' and it is contained in a printer with malt-based ink that automatically fetches real-time tweets related to the 2018 FIFA World Cup. The machine then superimposes them onto the beer foam. The piece of tech was first tested out on the Sweden-Denmark rehearsal game and it will be available at select bars throughout the World Cup.
Photo Credit: Bsmart
Beer-Tweeting Soccer Campaigns
Norrlands Guld Honors FIFA with a Playful Social Marketing Stunt
Trend Themes
1. Real-time Social Media Campaigns - Brands looking to harness the popularity of social media can target event-goers with real-time campaigns using technology such as Norrlands Guld's social beer printer.
2. Interactive Marketing Technology - Companies in the food and beverage industry can create interactive marketing technology using innovative devices like the malt-based printing technology used by Norrlands Guld's social beer printer.
3. Social Media Engagement in Advertising - Businesses looking to improve social media engagement in their advertising could take inspiration from Norrlands Guld's playful and social FIFA World Cup campaign using Twitter content.
Industry Implications
1. Food and Beverage - Restaurants, bars and breweries in the food and beverage industry can benefit from using innovative marketing technology like Norrlands Guld's malt-based printing technology to enhance customer experiences.
2. Advertising and Marketing - Advertising and marketing companies can provide interactive and engaging campaigns by harnessing the popularity of social media, similar to Norrlands Guld's FIFA World Cup campaign.
3. Sports and Entertainment - Businesses dealing in sports and entertainment can leverage social media engagement to create branding marketing opportunities, as shown with how Norrlands Guld's FIFA World Cup campaign brought people together through Twitter.