Marketing case studY: MaHOU Beer

"WhAT Colour is Madrid?"

In 2014, Mahou-San Miguel, the leading beer brewer in Spain, ran a location-based gamified competition directed at Atletico Madrid and Real Madrid fans. It asked them to claim their team's "territory" around the city over two weeks in the build-up to the 2014 cup final derby between the two sides. Its impact included:

  • 36 million impressions
  • 300,000 hits on the microsite (approx. 10% of Madrid's population)

Video credit: Mobile Marketing Association; Marketing agency credit: Mobile Dreams Factory