Madri - Conectada

Turning media touchpoints into localised experiences.

In 2023, Molson Coors wanted to launch a new lager – Madri Excepcional –in the UK and encourage people to Experience The Soul of Madrid. So we did just that and created a digital platform called Conectada – turning all of their media touchpoints into localised experiences. Punters could learn Spanish, enjoy tapas evenings, cop gig tickets and receive free pints. All timely and contextual. We used media to drive on-trade trial and off-trade exclusives.

In 2024, we extended Conectada across more touchpoints such as their on-trade glassware and activation spaces, to deliver more memorable digital experiences.

Connected campaign / digital platform / digital experiences