Norrlands Guld Honors FIFA with a Playful Social Marketing Stunt

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