The Social Tap
Consumer Engagement Reimagined
AB InBev had three business goals:
- Increase brand affinity and consumer engagement of their flagship brands.
- Measure the effectiveness of commercials and other promotions running in bars and restaurants.
- Access real-time consumption metrics (number of beers served, time and duration of out-of-stock events, etc.).
A forward-thinking team within AB InBev’s marketing department had come up with an idea for an “Interactive Tap Handle” that would light up in celebration when the home team scored. The focus, simply, was to develop technology that would make AB InBev an integral part of watching televised sports at bars and restaurants. Working closely with Sprint, AB InBev teamed up with Mesh Systems to bring that idea into reality.
Interactive Sports Experience for All
Mesh Systems delivered a turnkey solution to AB InBev that included the beer tap handles and cloud backend just in time for Super Bowl XLVIII.
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