Amstel Vending Machine Rewards People With Free Beer For Standing Still

To encourage people to ‘take a break’ from work, Dutch beer brand Amstel and creative agency Next-DC collaborated to create a vending machine that rewards people with free beer for doing nothing. Called the ‘Amstel Pause’, participants simply had to push a button, stand in front of the vending machine and wait for three full minutes. When the three minutes were up, they would be rewarded with a cold can of Amstel beer. (from Design Taxi)

Why I’m Curious

Highly technical vending machine campaigns continue to engage consumers, and have been used by everyone from Coke to Douwe Egberts, but this seems to be the first involving an alcoholic beverage. While all other examples reward people for doing something, Amstel forgoes that and is rewarding those that just stand there. No constant brand messaging blaring from a screen, no required sharing with friends, just a little patience.

Molson Canadian Places Locked Beer Fridges across Europe

Canadian beer company Molson Canadian wanted to instill some national pride across the pond so they stocked beer fridges across Europe that could only be opened with a Canadian passport.

Fridges were placed in Canterbury, the white cliffs of Dover, London, Northern France, Cassel, Brussels, and rural Belgium.  The execution made Canadians extremely popular with their European counterparts, which certainly gave their pride a boost.

via @PSFK

Why I’m Curious

I love the out of the fridge… I mean box… thinking here. Targeting Canadians the way Molson did while they are traveling is an unexpected, yet brilliant way to both instill national pride and favorability toward the brand.  It’s a wonderful association to have and a great story for people to tell.

Corona transforms the moon into a slice of lime

Corona teamed up with astronomers, universities and planetariums to turn the moon into a lime wedge on a billboard.  With the help of its partners, Corona captured orb at the precise moment it descended onto the bottle placed on the billboard, in the precise shape of a lime wedge. The result is “Luna Corona” which will happen twice.

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*This video shows the first Luna Corona from last month and the next LC will take place on  Saturday, June 15, between 8:45 and 11:00 p.,m., at 15th St. and 9th Ave in New York.

Watch the Luna Corona video here.

via @Creativity-Online

Why I’m Curious

Rather than just putting up a regular old billboard for people to see and then ignore, Corona’s moon wedge tactic is brilliant because it gives people a reason to come back to the billboard, creating multiple opportunities for engagement.

This execution also builds on a trend we’ve been seeing with brands incorporating SPACE into their campaigns, for example KLM’s Claim Your Place in Space and Red Bull Stratos.

TWO CURIOUS! Somersby Cider AND Japanese superheroes

Somersby Cider, a brand of the Carlsberg Group, has released a new ad spoofing of all the hype and intensity surrounding a launch of a new Apple product. The ad captures most of the things you’ve seen and heard on the news or experienced first hand about these famous Apple product launches, including the ridiculously long queue of people excited to get their hands on the latest product and eager customers trying out the product for themselves.

 

via PSFK

Why I’m Curious

Tying into the hype of Apple is a clever way to speak to connect with their target, as it makes the brand seem culturally relevant and ‘down with the times’.  It would have been even better if they released this just prior to an actual Apple launch or announcement, but it still works..!

Also – on another note – these are amazing:

*Trend in Japan where school children create superhero scenes.  I love the natural, authentic and low-fi feeling of these. via @Adverblog

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Dos Equis Moves the Celebration of Cinco De Mayo to May 2nd (Dos De Mayo)

– Jordan

Dos Equis anticipates the upcoming celebration of Cinco de Mayo and the fact that it is falling on a Sunday when bars in a lot of cities are closed or less busy than usual. In an effort to ensure strong sales this year they are encouraging people to celebrate on the 2nd of May for Dos de Mayo.

From Contagious:

Mexican beer bumps up holiday to ensure open bars and beer stores

With Cinco de Mayo falling on a Sunday this year – not traditionally a great day for beer sales – Mexican beer brand Dos Equis has decided to take matters into its own hands. Working with Euro RSCG, the brew brand is suggesting a change from ‘el cinco’ of May to, appropriately, ‘el dos’. Instead of the traditional celebration on the fifth, the brand is suggesting that people celebrate a few days early, on the second.

On the Dos de Mayo microsite, Dos Equis encourages drinkers to mobilise their friends via social media and get the party started on Thursday, not Sunday. ‘Sunday does not work for me,’ explained the Dos Equis spokesperson known as The Most Interesting Man In The World. ‘I teach a rattlesnake-charming class early on Monday and if the snakes are not solid with sleep for eight hours, pfft, no good.’

The campaign microsite includes a bar locator that will pinpoint bars serving Dos Equis near your location, along with recipes for food and drinks, and ten recommended new bands for your listening pleasure. Dos Equis has also created a Facebook tool so people can invite their friends to a Dos de Mayo party. In the 30 days before the holiday, the brand will be updating its site with recipes and ‘fiesta tips’ that it promises will ‘make your Dos de Mayo event more interesting.’

The beer brand has also partnered with Maxim magazine to throw a Dos de Mayo party. People can enter a draw to win a trip to the Dos de Mayo festivities in Los Angeles on 2 May.

Why I’m curious:

Granted there are some fans of Dos Equis most interesting man in the world but will people really be willing to change a holiday because he says so? With very little reasoning behind why the move should take place I am curious to see how much movement this nudge to celebrate Dos de Mayo will actually create. Currently the video’s popularity on the brand’s Facebook page is not moving the interest meter much at all, but maybe that will change as the holiday draws closers.

Beer Dispensing Arcade Game

beercade-beer-arcade-barfighter1-625x418To drive awareness for Raleigh brewer Big Boss Brewing Company the company created Beercade: The Last Barfighter, a retro-style arcade game where players fight over a chance to get beer dispensed into their cup straight from the arcade machine. In place of coin dispensers, are drip trays, cup-holders and sensor that accept cups in place of quarters. The game is themed around the different varieties of beer and the best of three wins.

Why I’m Curious: From Nike to American Express, we’ve seen that many brands now have to play in the technology business. While this isn’t the most innovative piece of technology (it’s a flash-based game that’s very simple), the fact that the arcade box and game were created in-house shows that even a beer company can be invested in a technology that has nothing to do with its central product. Ultimately, intersecting your audience with a piece of entertainment is the best way to sell your product (even if you’re giving it away for free).

48-Hour Heineken Lock-down

The Heineken Innovation Challenge is aiming to redefine beer packaging, sustainability, materials and transport strategies. To kick off the competition, industrial designer and 3D prototyping pioneer Janne Kyttanen was locked in a secret location for 48 hours, where he developed ideas and solutions for a more sustainable beer packaging. His creative process, which could be viewed via live-stream, provided inspiration for those who want to take part.

The Innovation Challenge is open for entries until May 8th and creatives can submit and share their sustainable ideas about the future of beer packaging for the chance to win a grand prize of $10,000. You can check out Kyttanen’s ideas in the video below:

Why I’m Curious

Beyond the actual contest and concept for this program being quite clever, what is most interesting to me is to see that a beer brand is focusing so much on innovation, when it’s not a core part of their brand offering. In my post from last week, Heneiken figured out a cool way to offer concert goers at Coachella a fun way to keep their beer cold, and this innitiative again really shows that they want to present themselves as tech savvy. I think this really highlights how all brands and companies need to start thinking more about technology, from both a product strategy and advertising POV.

Scan Your Fingerprints to Claim Your Beer

Heineken is giving concert-goers at Coachella this year a nifty way to keep their Heineken safe and probably more importantly cold. The beer brand has installed a ‘Cold Storage room‘ where campers can store their beer, with a check-in system that guarantees no thief will get in to take your cold ones out.

The system requires users to enter their names and get this — fingerprint IDs — to access their beers. The brand also gives you $25 off your concert ticket if you buy the ticket and a 12 or 24-pack of Heineken, so you’re essentially getting your brewski free.

Why I’m Curious

Music events are always a great opportunity for brands to do fun things to engage attendees. But when a brand takes that experience from gimick or game, to real world utility, it’s always impressive. I think this idea not only adds real world value to beer lovers, the finger print scanning adds an additional dimension that I think will get a lot of attention.

Consumer voting creates new beer

– Jordan

From Mashable:

The app allows Facebook members to choose among various beer characteristics, including color, clarity, body, hops and malt. The attributes that get the greatest response will be used to create a “collaborative ale” that will be brewed in February. The yet-unnamed beer will then enjoy a limited circulation — it will only be available in select bars in Austin during South by Southwest in March and at the Sam Adams Boston Brewery.

Why I’m curious:

With the recent online protests of SOPA I am very interested to see how people coming together on the internet can spark change, whether it be politically or the flavor of beer. There is a sign of powerful democracy among users, they have no race or group standing they come together as one voice. I see that this is only the beginning of how the internet will be used in the future, to vote on bills, products or even the president!