Food Gamification: Activating a web game for Asahi Super Dry

Food Gamification: Activating a web game for Asahi Super Dry

In this year 2023, the Rugby World Cup promises to be not only a sporting event, but also as a unique culinary celebration thanks to an innovative competition designed for the Asahi brand. We launched the event activation “Le Match des Saveurs” in supermarkets and CHR aimed at transforming the perception of Asahi Super Dry beer in France.

A new gamification concept

The heart of this activation lies in the concept “Le Match des Saveurs”. The latter invites consumers to explore original combinations between Asahi beer and various dishes representative of the 20 nations participating in the Rugby World Cup. The objective is to find “their perfect match of flavors”, a harmonious combination that highlights the distinctive aromas of beer and the culinary richness of each country. We helped iconic Japanese beer demonstrate its ability to accompany a wide variety of dishes with strong tastes.

A competition game dedicated to activate the brand and collect data

To enrich the CRM, the brand asked all of its participants for data with: name, first name, email, telephone number and Opt-in. A unique moment where the brand can finally retrieve information on its customers.

Expertise and control with our operations with Obligation to Purchase.

The game was subject to an obligation to purchase, a control managed directly from the platform and the teams. Following validation, the prizes were delivered including, coupons of 2€ and 15 dinners at home prepared by a chef! In addition, a recipe booklet has been designed, revisiting the sauce of burgers from 20 different countries, all carefully designed to match Asahi Super Dry perfectly, allowing consumers to reproduce international flavors at home in perfect harmony with their favorite beer.

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