Paye Ton Caps
- Brand
- Paye Ta Pinte
- Year
- 2015
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Racing & Sports
- Platform
- Web
- Agency
- Viens-là
Objective
Paye Ta Pinte, a French app that helps drinkers find the bar with the cheapest pint, needed a jolt of downloads and buzz. Its agency, Viens-là, built the campaign around "caps," the bottle-cap flicking game that's a staple of French and European drinking sessions — a ritual familiar enough that people would want to share it with friends, with the app riding along as the payoff.
Solution
Paye Ton Caps opens straight in the browser, no app or plugin required. Each player sits across a 3D table from an open bottle with its cap balanced upside-down on the neck, and the goal is simple: flick your cap to knock over your opponent's before they knock over yours. Matches run online, so friends can play head-to-head from wherever they are rather than needing to be at the same table. A round ends the moment one cap goes down, and players jump straight into a rematch.
Results
More than 15,000 people played within the first 3 days, and Paye Ta Pinte app downloads rose 52% over that period.
- 1
The player opens payetoncaps.beer, a standalone promo site (not a section of the Paye Ta Pinte app), which loads a flat-style WebGL scene in a coral, dark-red, and yellow palette.
- 2
The game offers online multiplayer, letting the player face a friend remotely rather than only in person.
- 3
Each side of the table mirrors the real tabletop game: player and opponent each face an open bottle with an upturned cap balanced on its neck.
- 4
On a turn, the player clicks to throw their own cap across the table at the opponent's cap, trying to knock it off its bottle neck; turns then alternate between the two players as caps are thrown back and forth.
- 5
The game exists to promote the Paye Ta Pinte app, which locates the nearest bar with the cheapest pint, and includes a call to action prompting the player to download it.
