Anthem Lottery

We transformed the traditional commerce experience of collecting caps into an interactive game by launching the first virtual lottery, played using the Colombian National Team's lineup during the national anthem. Each cap represented one ballot, if you buy one beer you get one number, and if you didn’t get the number, you were able to buy it on TaDa, delivery app. For a brand that sells 189 million beers a month, 300 million caps were distributed in the market to join the activity, representing a 3,5 points increase in market share and strengthened brand health (Brand Power) by +0.5 points.