Guest Editorial: Foosball by Mahou


Mark Gallo is a Field Media Manager for Anheuser-Busch in the Pacific Northwest. He develops, plans, and executes cross functional/platform media plans using designated brand strategies in conjunction with 30 independent AB wholesalers. Mark's expertise resides in media/sponsorship valuations, contract negotiations, and building relevant brand connections.

Follow Mark on Twitter at @guhlo and his official blog


Recently, Budweiser executed a “Poolball” campaign that went viral and was deemed a huge success in Argentina with consumers. Sticking with bar games, Mahou & Madrid Table-Soccer Federation created an entire event revolved around “foosball.”Spain’s legacy with foosball is long and well documented. Mahou  partnered with two of the stars of Spanish football: Iker Casillas (Goalkeeper of Real Madrid) and David Villa (Striker of Barcelona)  to be the face of this campaign.

Mahou erected a large stadium resembling an actual foosball table where 96 teams (Evenly split to support each soccer star) competed to win tickets to an upcoming Real Madrid vs Barcelona, autographed merchandise, a party with the 2 stars  and much more. Mahou found a clever way to promote the intense in-country soccer club rivalry. Generating buzz is one thing that Mahou anticipated. Their ultimate goal is to make relevant connections with consumers who will describe the brand as their “favorite” and act accordingly.

Check out some videos of the Mahou foosball footprint below:


Bud Light Capitalizes on the Madness with A Game of Basketball-Themed Quarters

Anheuser-Busch is capitalizing on the madness surrounding the 2011 NCAA Tournament with a Bud Light Shoot for the Championship tabletop quarter-bouncing game at select retail establishments across the country. Throughout the tournament, AB offered consumers ages 21+ an opportunity to compete to win a trip to Las Vegas for a Final Four competition with $25,000 on the line.

Anheuser-Busch produced March to the Championship themed tabletops and a quarters game with a creative basketball thematic. Check out two (2) pictures of their retail activation below:


Check out two (2) videos of Bud Light's activation in action here:

For Heineken, It's All About the Experience

Are you looking to create a new, unique mobile marketing campaign? Are you looking for new ways to leverage an alcoholic beverage provider?

In 2008-09, Heineken toured the globe with a captivating mobile marketing tour called the Heineken Extra Cold Experience. The campaign toured major cities across the globe (spanning multiple continents) in an effort to promote the fact that Heineken can be served "extra cold" to drive refreshment.

To demonstrate how consumers feel while drinking an Extra Cold Heineken, the company created a mobile tour experience that featured a collection of engaging elements, including:

  • A Big Igloo Experience (Where Premiums Were Distributed)
  • An Ice Bar (With Free Samples)
  • A Live Stage
  • Live DJ Entertainment
  • Heineken Models
  • Lounging Stations and Giant Ice Cube Chairs

Heineken supported the campaign with a tremendous Facebook Fan Page filled with tons of pictures, videos, and consumer feedback.  

Check out a few videos that detail the incredible experience Heineken is offering consumers (and how they created it):


Check out the Heineken Extra Cold Experience campaign microsite below (geared towards the European marketplace):