Kingfisher connects with a bang @ rock fest!

Kingfisher, a brand synonymous with’creating good times’, has created a fun-filled OOH innovation in Bangalore’s Music fest.  To sync with the music environment, Kingfisher Premium introduced a Beer Dispenser with a bang. The beer dispenser was the world’s first Beer Dispenser Machine which was triggered by head banging done by the youth attending the fest. Encapsulating the significance of experience, Kingfisher has fused the love for beer with that of rock music into a unique concept, as participants went all out head-banging to their favourite numbers and grabbing their share of free beer.
 
The idea was to utilize the country’s most awaited musical fiesta and musical performances to engage and target the youth audience with a new experience.  The fest has grown leaps and bounds since its inception. With a magnifying footprint, it provided an opportunity to interact with huge number of youth at one destination and also the immense research and effort channelized year after year offered an enhanced consumer experience.   
 
The patrons were asked to strap on a helmet that captured the head’s movements and head-bang in front of a beer vending machine. A mobile device attached to the helmet recorded the number of head-bangs generated, and the count was displayed on an LCD screen. Through motion capture technology, the action of head-banging caused beer cans to be dispensed from the machine. Within 30 seconds, the individual had to head-bang as much as they could. The faster an individual banged his of her head, the more beer they won.
 
The results were phenomenal as mass of beer lovers lined up to experience the machine, and head-banged with gusto, with most coming back for a second round. Dizzying head-banging sessions took place, with some patrons walking away with as many as 6 cans of beer at a time. Hundreds of beer cans were expended over a course of 3 days and nearly 1,00,000 head-bangs were generated in 3 days, with almost 3,00,000 impressions online.