Madrí Excepcional Brings Soul of Madrid to Life with Fully Immersive, Connected Experience
Madrí Excepcional, the Mediterranean style lager, has launched its ‘Conectada’ platform, an exclusive and fully immersive connected experience, which brings the brand’s ethos of ‘El Alma de Madrid’ or ‘the soul of Madrid’ to life in an immersive way. The online experience unlocks the ‘Door roja’ (red door) to Madrí Excepcional’s world of Spanish soul and passion with personalised city maps to Madrí Excepcional destinations, exclusive music gigs and voice-activated fun features.
Getting in the spirit of things from the outset, users enter the mobile platform by scanning the on pack QR code and using their voice to say fun phrases such as ‘Salud’ (cheers) or ‘Pinchos’ (a form of tapas) which celebrate ‘the soul of Madrid’. On (virtual) entrance through the iconic Madrí Excepcional 'Door roja’, users are encouraged to learn about the beer’s story and its origins in the La Sagra brewery, founded by Carlos Garcia, a first-generation brewer born in Madrid. By answering simple questions and speaking Spanish phrases Madrí Excepcional fans can access rewards such as 10% off orders of Madrí Excepcional at Revl, the online drinks shop.
A first for any beer brand, the Conectada platform connects and can be accessed via various consumer touchpoints including public events, packaging, social media and out of home advertising so Madrí Excepcional fans can easily to embrace the essence of the Mediterranean style beer. Developed in collaboration with leading IoT solutions partner Sharp End / io.tt, the Madrí Excepcional Conectada platform takes a user’s location and creates a personalised and exclusive map of their nearest Madrí Excepcional venue takeovers and sampling activity, plus outlets stocking Madrí Excepcional, so fans of the beer will always be able to find their favourite crisp refreshment easily this summer.
Kathryn Reynolds, marketing controller at Madrí Excepcional says, “With this dynamic new activation, we are celebrating Madrid’s progressive culture and energy and offering something exciting. It has proven a hit with British beer drinkers and as more people discover Madrí Excepcional, we hear feedback that people want to understand more about the ‘Madrí Movida’ so we’re delighted to bring ‘the soul of Madrid’ to fans of the brand. We want to bring the convivial spirit and passion from the streets of Madrid to the pockets of our fans so they can learn more about Madrí Excepcional and have fun with Spanish phrases whilst also unlocking rewards for their loyalty.”
James Greening, Creative Partner at SharpEnd / io.tt says, “With Madrí Conectada, your phone is the key to unlocking the door to Madrí Excepcional’s soul and gaining a deeper understanding of Madrí Excepcional’s world. We’re setting the bar for 360 connected campaigns, using IoT technology to deliver a memorable and enriching experience that turns traditionally passive media into active touchpoints, giving fans a unique taste of Madrid at every point. SharpEnd’s io.tt platform supports Madrí in driving real value from IoT technology to give the best experience to their consumers. This truly is the future of fully immersive connected campaigns.”
Madrí Conectada can be accessed via mobile devices by clicking here.
