Åkestam Holst introduces beer with tweets for FIFA Football World Cup

Creativity, Innovation, Social Media

The FIFA Football World Cup brings people all around the world together in front of the TV screens. But it’s also the single most tweeted event in the world, meaning people tend to spend a lot of time on their phones while watching.

Swedish beer brand Norrlands Guld stands for togetherness and want you to focus on spending time with your friends when you are out having a beer. For this world cup they are launching a new innovation to help you do this – beer with tweets. Or as they call it, ”The Social Beer”.

The brand built a printer with malt based ink, that fetches all tweets related to the world cup in real time, and then prints them on their beer foam. Tweets are served on beers within seconds after they are first written on the Twitter platform.

The connection between the machine and twitter works through an algorithm that scans twitter for the latest and most relevant World Cup-related tweets. The algorithm looks for active users and hashtags, and then sends them in real-time to the machines interface through wi-fi.  The machine then scales the tweets to perfectly fit the beer foam before it’s printed – using a malt-based ink.

The machine premiered on Sweden’s rehearsal game against Denmark, and will be available on selected bars all over Sweden throughout the World cup.

A total of 672 million tweets were sent related to the 2014 World Cup, making it the most tweeted event up to date.

  • Agency: Åkestam Holst
  • Production: Go! Fight! Fantastic! / Bkry
  • Photography: Bsmart