CASE STUDY
The Social Tap
Ab InBev partnered with Mesh Systems to leverage Bud Light’s “Official Beer of the NFL” sponsorship and innovative technology to create an interactive sports experience for beer drinkers at bars and restaurants.
GOALS
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.
SOLUTION
Interactive Sports Experience for All
OUTCOMES
Results
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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