Amstel’s AR experience with Goyo Jiménez

The challenge: To engage with visitors to the Albacete Fair through an unforgettable digital experience

As part of the iconic 2019 Albacete Fair, Amstel sought to stand out in a festive setting saturated with traditional advertising. The brand needed a promotional marketing strategy capable of capturing the immediate attention of its target audience, encouraging the consumption of Amstel Original in bars and restaurants, and fostering loyalty through an attractive rewards scheme.

The main challenge of the project lay in transforming an everyday activity such as having a beer into a mass-market, intuitive digital touchpoint. To achieve this, it was essential to integrate augmented reality technology into users’ mobile devices without creating any barriers to entry, ensuring that the product could be scanned quickly and that interaction was seamless.

Amstel

A well-known beer brand belonging to the Heineken Spain group, characterised by its tradition and its ongoing commitment to cultural vitality and support for local festivals.

Food

The solution: An augmented reality app with local humour and instant prizes

Marketing

Innoarea was responsible for the design and end-to-end development of the mobile app. By pointing their smartphone camera at the label on an Amstel Original bottle, users were taken to an interactive environment featuring the comedian Goyo Jiménez. Through his famous routines, the comedian explained how the campaign worked and invited the public to take part in a prize draw for a range of ‘premiacos’ and exclusive experiences.

The development process ranged from the conceptualisation of the flowchart and the UI/UX interface design to the integration of the computer vision SDKs required for label recognition. The result was a streamlined experience structured around three simple steps (‘Have an Amstel, scan the label and win’), optimised for quick and festive use.

Aplicación de realidad aumentada para las cervezas de Amstel

Accurate and instant detection of the label on an Amstel Original beer bottle
Incorporation of footage and exclusive comedy voice-overs by Goyo Jiménez
Automated system for the immediate allocation and validation of rewards to users
Smooth, tailored navigation for easy engagement in leisure settings

Key findings

The project strengthened Amstel’s presence at the 2019 Albacete Fair, generating significant buzz on social media and cementing the emotional bond between the brand and local consumers. By combining the relatable appeal of regional humour with the technological innovation of Augmented Reality, it achieved a level of visibility far greater than that of conventional advertising campaigns.

From a performance perspective, the campaign turned the beer bottle itself into a direct channel for interaction, which boosted sales in local venues. The simplicity of the scanning process and the immediate reward ensured high rates of repeat engagement from attendees throughout the event.