Budweiser's latest foray into digital marketing takes an old social custom of toasting with a beer glass- and gives it a modern twist. Created by Agencia Africa in partnership with Bolha, a digital innovation studio in Sao Paulo, the "Buddy Cup" connects to Facebook via a built-in chip. It instantly makes people friends on Facebook when they toast using the beer glass. The device is designed to enhance brand activation and increase the interaction between Budweiser consumers attending the brand's sponsored parties, concerts and festivals.
Sergio Gordilho, chief creative officer at Agencia Africa, said: "Innovation is in Budweiser's DNA. Its platforms are constantly surprising consumers with the best there is in terms of premium experiences. The “Buddy Cup” is another idea bringing the brand even closer to its consumers and opening new levels of interaction for them."
