MOBILE CAFE DOWNLOADS
SEGREDO GAME

+ EXPAND THUMBNAILS

CASE STUDY

CLIENT RMG CONNECT
BRAND SEGREDO
PLATFORM MOBILE

Athenian Brewery is one of the top five subsidiaries of Heineken NV, globally. Segredo is one of their new creations. A drink with the kick of caffeine and the ice breaking effects of alcohol. Just right for the first hours of the evening. The challenge was to create a real incentive for consumers to try the new drink directly at the point of sale. In cooperation with RMG Connect Athens, we developed a mechanism by which we delivered free mobile content that would entice users to try the new beverage. Visitors at 20 select cafe bars in Athens & Thessaloniki were prompted to turn on the Bluetooth connectivity on their phone by branding at each location. Upon receiving a branded Java app on their phone, users had an opportunity to explore the Segredo On Device Portal that included a game along with free mobile content for users to download. The aim of the game, which was based on the Tetris engine, was for users to mix the main ingredients of the drink, coffee and alcohol as fast as possible. Once they had completed 2 levels, users were prompted to order a Segredo drink. Each bottle had 'neck-tie' attached with a unique code. Once the code was entered, the game was unlocked. In a similar fashion one of the mobile content download areas of the portal needed to be unlocked by a unique code. The cafe bars were branded with the brand colours and elegant capoeiria dancers filled the scene in a memorable way!