| Titulo | The Last Barfighter |
| Agência | McKinney |
| Campanha | Beercade |
| Anunciante | Big Boss Brewing Company |
| Marca | Big Boss Brewing Company |
| Data da primeira Transmissão/Publicação | 2013 |
| Sector Empresarial | Cervejas, sidras |
| Filosofia | What's more memorable: sampling a beer poured by a bartender, beer rep or festival worker, or sampling a beer poured from a video arcade machine after you defeat your pathetic opponent in a game called "The Last Barfighter"? Everything about the Big Boss Brewery Beercade was handcrafted in-house at McKinney — from the classic arcade-inspired frame construction to the typographical styling and illustrations to the video game itself. It takes beer trial from forgettable smell-and-sip to memorable gloat-and-guzzle. |
| Problema | The world of beer is crowded. When it comes to firsttime beer trial, most handcraft breweries have just one tap out of a dozen in a bar, one tent among hundreds at a beer festival, or one sample glass among many on a tray. Add to that the fact that the beer being sampled is often poured by a distracted bartender, a wired beer rep or a harried festival worker. When the experience and the beer are forgettable, it doesn’t do much for the brand. Objective – Help Big Boss Brewing stand out in the sea of suds, win over new customers and make the Big Boss trial experience compelling and unforgettable. Action — We knew that a large percentage of today’s bar-going, beer-drinking audience had fond memories of playing games like “Street Fighter” and “Mortal Kombat” while growing up. With old-school arcades having gone by the wayside and today’s video games pitting virtual gamers against one another, we saw potential in creating a relevant yet unexpected in-person experience that would bring people together around two things they crave — beer and entertainment. We created a beer-dispensing, Flash-based arcade game called “The Last Barfighter.” The “Beercade” cabinet was custom-built for the video screens, controls and beer keg. Then it was wrapped with hand-illustrated panels designed to give players a chance to unleash their inner beer warriors. Two players stand side-by-side working identical joysticks under which are beer taps instead of coin slots. Every component of the Beercade was developed specifically for Big Boss. The five game characters — Bad Penny, Angry Angel, Blanco Diablo, Hell’s Belle and High Roller — are named for their signature beers and designed to reflect their labels. Players insert cups under the taps and then choose a character to battle in a setting that looks like a standard biker bar. Each fight goes three rounds, with the characters using basic fighting moves like punches and kicks as well as signature moves like fire throwing, unicorn horn impaling and butt slaps. The Beercade finally marries beer and video games into one experience that reflects the irreverent nature of the Big Boss Brewing brand. The player whose character survives the fight gets a pour of domination from a keg inside the machine. The loser receives a mini-pour of shame as a consolation. To help drive people to bigbossbrewing.com and to local events to play the Beercade, we made a promotional video that more closely resembles a movie trailer. “There are some people out there,” says the voice-over, “who still like to fight. But they don’t fight for peace. Or justice. They just fight for one thing that’s left in this world that’s still worth fighting for. Beer.” The video, housed on YouTube, was also posted on Big Boss Brewing’s website, tweeted to a number of press organizations and included in a press release. |
| Resultado | After the release of the promotional video trailer on YouTube, site traffic to bigbossbrewing.com increased 400% and daily page views increased 254% (source: Big Boss Brewing). Truly unforgettable. The trailer on YouTube garnered 318,376 views, 113 comments and 1,333 likes (source: YouTube, August 2013). And people talked about it on Twitter, where mentions of Big Boss spiked after the official trailer was released in February 2013 (source: Twitter, August 2013). • Mentions of Big Boss Brewing increased 60% compared to pre-trailer mentions (source: Twitter, August 2013) • Twitter impressions from large sites like Engadget grew 45% (source: Twitter, August 2013). The Beercade story has also generated over 100 million PR impressions (source: Quantcast, April 10, 2013) equaling more than $1.1 million in earned media (source: agency, November 2012), with $0 in paid media support. Since the unveiling of the Beercade shortly after Big Boss’s Oktoberfest 2012 event, distributor requests for Big Boss have tripled (source: Big Boss Brewing). Beercade has received numerous awards including two IAB MIXX awards, a Bronze Lion at Cannes in 2013 and a 2014 Effie Award winner. |
| Tipo de Mídia | Gaming |
| Comprimento | |
| Director criativo | Owen Tingle |
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