Stadium Roulette

Objective

Aguila, the official beer of Colombian soccer, transformed a key pain point in fan experience: matches feature only 52 minutes of actual playtime within 90-minute timeframes, leaving audiences frustrated during downtime. The brand repositioned moments when the ball lands in the stands—typically viewed as failed plays—into celebratory opportunities through gamification.

Solution

Stadium Roulette converted match-day venues into live games of chance across 23 matches in Colombia's 9 largest stadiums. Fans who caught balls landing in the stands won tangible rewards including full season passes, one year of complimentary Águila beer, and section-wide beer prizes. A parallel digital component allowed at-home viewers to predict which stadium sector the ball would land for additional rewards, creating dual-channel engagement.

Results

Not published.