Madrí Excepcional, the Mediterranean-style lager, has launched ‘Conectada' campaign, which brings the brand’s ethos of ‘El Alma de Madrid’ or ‘The Soul of Madrid’ to life. Accessed at consumer touchpoints from packaging to media to live events, the immersive, mobile-first experience is delivered in partnership with IoT solutions partner SharpEnd / io.tt. It centres around the intriguing premise of unlocking Madrí Excepcional’s iconic ‘door roja’ (red door) to discover an enticing world of Spanish soul and passion. The campaign includes personalised city maps to Madrí Excepcional destinations, exclusive music events and voice-activated features.

The Conectada platform can be accessed from the end of June at consumer touchpoints including public events, connected packaging, social media and out of home advertising, by scanning a QR code. Consumers use their voice to say phrases such as ‘salud’ (cheers) or ‘pinchos’ (a form of tapas) which celebrate ‘The Soul of Madrid’. After unlocking the 'door roja’, a series of little-known brand facts are revealed, inviting fans to learn more about the collaboration between Molson Coors and the La Sagra Brewery near Madrid, and how Madrí Excepcional captures El Alma de Madrid. By answering simple questions and speaking Spanish phrases, Madrí Excepcional fans can access rewards such as 10 per cent off orders of Madrí Excepcional at Revl, the online drinks store.

Taking fans to the city streets, the Madrí Excepcional Conectada platform uses a fan’s location and creates a personalised map of their nearest Madrí Excepcional venue takeovers and sampling activity, plus outlets stocking Madrí Excepcional.

The first city takeovers have already taken place in Manchester and Cork, Ireland, in May, and saw Spanish and UK musicians and artists come together to celebrate the spirit of each culture and create a fusion between the two.

Still to come is the London event on Sunday 16 July at BoxPark in Shoreditch, where British rapper, Ramz, will headline, performing a live set alongside Spanish singer, Fusa Nocta. Stunning murals are set to be unveiled from one of Madrid’s best street artists, Sokram, and London artist, Choots. Each artist will bring to life the soul of their city, depicting the art, food and sounds found on the streets of their respective hometowns.

“With this dynamic new activation, we are celebrating Madrid’s progressive culture and energy and offering something exciting,” said Sophie Mitchell, Senior Brand Manager at Madrí Excepcional. “It has proven a hit with British beer drinkers and as more people discover Madrí Excepcional, we hear feedback that people want to understand more about the ‘Madrí Movida’ so we’re delighted to bring ‘the soul of Madrid’ to fans of the brand. We want to bring the convivial spirit and passion from the streets of Madrid to the pockets of our fans so they can learn more about Madrí Excepcional and have fun with Spanish phrases, whilst also unlocking rewards for their loyalty.”