10th November 2013, Madrid
One of the most innovative initiatives undertaken during 2013 was launched by MAHOU-SAN MIGUEL around the COPA DEL REY FINAL between Atlético Madrid and Real Madrid on 17th May 2013 at the Santiago Bernabeu Stadium.
Based on an innovative Geolocation Digital Mobile Application the two sides had to conquer and reconquer the various districts of the capital in response to different questions about their teams.
Mahou leveraged its status as Sponsor of the two Madrid clubs and got THE COPA DEL REY played in the streets of Madrid, registering more than 320,000 users with more than 82,000 battles.
This initiative received and award in New York on the big night of SMARTIES, the awards given annually to the best mobile marketing and advertising campaigns by the Mobile Marketing Association.
What color is Madrid received the award for «Best Geolocation based action.»