Social Media Case Study: Kingfisher's Beer Dispenser Machine Creates 3,00,000 impressions on Social Media

Brand Name

Kingfisher

Objective

In the month of October every year, beer lovers in India begin to count down the days of Kingfisher Premium The Great Indian Octoberfest, where music, Good Times and barrels of beer flow in plenty.

With each passing year, The Great Indian Octoberfest gets better, topping the user experience becomes an interesting challenge.

In the same vein, to truly enhance the user experience at the beer festival, Kingfisher combined the love for rock music with the love for beer. It was interesting to capture what lengths a true beer lover, who also visits Octoberfest, would go to! So voila, presenting the world’s first Beer Dispenser Machine that dispenses beer when you headbang to it – the Good Times Dispenser!

Execution

The mechanics were simple – the patron had to login to his or her Facebook account, strap on a helmet that captured the head’s movements and headbang in front of a beer vending machine. A mobile device attached to the helmet recorded the number of headbangs generated, and the count was displayed on an LCD screen.

Through motion capture technology, the action of headbanging caused beer cans to be dispensed from the machine. Within 30 seconds, the individual had to headbang as much as he or she could. The faster an individual headbanged, the more beer he or she won. Users also had the opportunity to share their conquests on their social networking accounts.

Results

The results were phenomenal, and how! Hordes of beer lovers lined up to experience the machine, and headbanged with gusto, with most coming back for a second round. Dizzying headbanging sessions took place, with some patrons walking away with as many as 6 cans of beer at a time! 100s of beer cans were expended over a course of 3 days and nearly 1,00,000 headbangs were generated in 3 days, with almost 3,00,000 impressions online.

This platform gave Kingfisher a marvellous opportunity to integrate the online experience with the offline visitor. Moreover, there was plenty of room to capture the crowd’s reactions, which judging by the response, was well beyond expectations!