Budweiser has launched a campaign called ‘Buddy Cup’, which centres on a beer glass with a built-in chip that integrates with Facebook.
Created by Agência Africa, each time two people toast using the new beer glass – the ‘Buddy Cup’ – they instantly become friends online via Facebook.
The technology was developed in partnership with Brazilian digital innovation studio Bolha.
The campaign goal is to enhance brand activation and increase interaction between Budweiser consumers attending Budweiser’s sponsored parties, concerts and festivals.
The ‘Buddy Cup’ will be introduced as an official item used in special ‘Budzones’.
“Innovation is in Budweiser’s DNA,” says Agência Africa chief creative officer Sergio Gordilho. “Its platforms are constantly surprising consumers with the best there is in terms of premium experiences. The “Buddy Cup” is another idea bringing the brand even closer to its consumers and opening new levels of interaction for them.”