Stadium Roulette
- Brand
- Aguila
- Year
- 2025
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Mini-Games
- Platform
- Installation
- Agency
- DAVID
Objective
During live coverage, the ball only stays in play 52 of a match's 90 minutes, and every shot that sails into the stands usually reads as a wasted moment — a missed play, dead time. Águila, Colombia's official football beer, set out to flip that irritation into a reward moment for fans, tying it to free beer and giving stadium and at-home audiences alike a reason to keep watching and to order through delivery partner TaDa.
Solution
At the stadium, any fan who catches a ball kicked into the stands wins a season pass and a year of free Águila, and the whole seating block it lands in gets a round on the house. At home, before kickoff a viewer opens the Tribuna Fortuna game on the Águila website and taps the stand and section on an interactive stadium map where they predict the ball will land; if their pick matches where a ball actually goes during the match, they're entered into the prize draw. Tribuna Fortuna runs only during the football season — visit the site in the off-season and the page greets you with a message that the season has ended and to come back in August, and the enter button is grayed out until play resumes.
- 1
The game begins at the stadium itself: any fan seated in any section at one of 23 league matches across Colombia's nine largest stadiums is automatically in the draw, with no on-site registration needed. When a shot flies off the pitch into the stands, that moment works as a roulette spin — the section the ball lands in is the winning cell. The fan who catches the ball wins a season pass and a year of free beer, and everyone seated in that section gets free beer too.
- 2
Viewers watching from home can play a parallel prediction game on the brand's website, entering through an age-verification gate. A three-step explainer sets expectations: find an upcoming match, mark the stand section where the ball will land, and win if the guess is right.
- 3
To participate, the viewer registers an account with name, email, birth date, phone number and password, confirming they are of legal age and a Colombian resident.
- 4
The player selects one upcoming league match from a list.
- 5
An interactive diagram of that match's stadium opens, split into four main stands with internal subsections, and the player taps the exact zone where they predict the ball will land.
- 6
The prediction locks in once confirmed — it cannot be changed afterward — and entries close automatically at kickoff.
- 7
During the match, the stand the ball actually lands in becomes the winning zone, and correct predictors are ranked into a shortlist by accuracy first, then by how early they submitted.
- 8
Shortlisted players are contacted and must answer two trivia questions, one on the league and one on the brand, to be confirmed as final winners; a wrong answer passes the prize down to the next player on the list.
- 9
Prizes are tiered: the top three finishers win an official team jersey, the next two win double match tickets, and places six through ten win branded merchandise; everyone who picked the winning stand also receives a delivery-app discount code.
- 10
Outside the match season, the page shows a stub message announcing the season has ended and inviting players to return when it resumes, with the entry button leading to an inactive prediction page.
