Food Gamification: Activating a web game for Asahi Super Dry

Food Gamification: Activating a web game for Asahi Super Dry

The 2023 Rugby World Cup promised to be more than just a sporting event; it was a unique culinary celebration thanks to an innovative competition designed for the Asahi brand. We launched the “Le Match des Saveurs” activation in supermarkets and hospitality venues to transform the perception of Asahi Super Dry beer in France.

A new gamification concept

The heart of this activation was the “Le Match des Saveurs” concept. It invited consumers to explore original pairings between Asahi beer and various dishes representing the 20 nations participating in the Rugby World Cup. The goal was to find “their perfect flavor match”—a harmonious combination that highlights the beer’s distinctive aromas and the culinary richness of each country. We helped the iconic Japanese beer demonstrate its ability to complement a wide variety of bold-flavored dishes.

A competition game dedicated to brand activation and data collection

To enrich its CRM, the brand requested participant data, including name, email address, phone number, and opt-in consent. It was a unique opportunity for the brand to finally gather information on its customers.

Expertise and management of purchase-obligated operations.

The game required a purchase, with verification managed directly through our platform and teams. Upon validation, prizes were awarded, including €2 coupons and 15 private dinners prepared by a chef. Additionally, we designed a recipe booklet featuring burger sauces from 20 different countries, all carefully crafted to pair perfectly with Asahi Super Dry, allowing consumers to recreate international flavors at home in perfect harmony with their favorite beer.

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