Background
At Smukfest, one of Denmark's most beloved music festivals, we created an engaging digital experience that transformed the simple act of waiting in line for a beer into an interactive brand-building opportunity.

The game allowed festivalgoers to compete in pouring draft beers using their smartphones. By gamifying the queue experience, we provided entertainment, increased brand awareness for Royal Unibrew, and as bonus made everyone appreciate their perfectly poured festival beer a little extra.

Execution
We challenged the players to take on the role of the Smukfest bar crew and match the ideal ratio of beer to foam. Using their mobile devices, players controlled a virtual draft nozzle, tilting it to adjust the flow of beer and foam. The goal was to pour as close to the perfect balance as possible, aligning with visual indicators in the game. The perfect score is of course 4.6%.

To encourage participation a daily highscore was introduced and players could win real-life prizes, including free beers and access to exclusive events at the festival.

Results
The campaign successfully engaged the Smukfest audience while reinforcing Royal Unibrew's brand presence with more than 15.000 unique players and over 1 million virtual beers poured, supported by daily giveaways of beer and exclusive access.

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