Anheuser-Busch: Estrella Jalisco Mango Michelada
When Estrella Jalisco Mango
Michelada meets skate culture
AR technology encourages real-world brand interaction
What we did
When Estrella Jalisco was ready to release its newest flavor, Mango Michelada, to the market, it wanted a campaign that would reach a broad range of American beer drinkers. For a company so deeply steeped in tradition, it was essential that its latest release catered to culture while highlighting the new flavor’s young appeal. That’s where R&R Partners came in.
To create palpable excitement around the spicy Mango Michelada, we developed a gamified mobile augmented reality experience that would allow users to engage with the brand in a more tangible way. Catering to Los Angeles’ skate culture, we encouraged users to play a game with the Mango Michelada’s physical can. While tapping the can to ollie, players racked up points to contribute to a global leaderboard, driving both social sharing and friendly competition.
The AR experience captured users’ attentions as they spent over two minutes on the app per visit and inspired some pretty cool tricks − all centered around the refreshing beverage.