Situation: After lockdown, Peruvian bars were still closed. People missed those places for socializing and having their favorite beer: Cristal.

Brief: Cristal, the beer that always unites people, had to do something to bring them together again – but having in mind the covid-19 protocols.

Objectives: Building loyalty among Peruvian youth and creating an immersive experience for all of them.

After lockdown, bars were still closed, and people missed those places to socialize and have a beer; that’s why at Cristal, we decided to reopen their favorite bars, but in the metaverse. We chose Minecraft to achieve it, and with specialist gamers, we built the most iconic bars of Peru. People could enter the bars and socialize with others again with a beer in hand. Was that even possible? Yes, with the blocks of the game, we built QR codes inside the bars. After scanning them, you received a Cristal Beer at home by e-commerce. We could thus give them back the experience of meeting up in their favorite bars. Like two years ago.

Our target audience were the young people who missed going to places like their favorite bars to socialize.

Our strategy was to enter the growth industry: gaming and metaverse. For that reason, we researched the best videogame at that moment. And with specialists, we were able to build bars into Minecraft.

But we also needed to connect the idea with our e-commerce platform because this industry was also growing fast.

We decided to use the most popular game at that moment: Minecraft, and with specialist gamers, block by block, we built an exact replica of the most iconic Peruvian bars. So the bars opened in the metaverse for the first time after quarantine, because the real ones were still closed. We only needed to play in the “creative mode” of the game to make it possible. And to enter the bars you just needed a password and, of course, the game installed in your computer. We connected the game with our main e-commerce platform: backusya.pe. How? Inside the game we also built QR codes to scan and receive a real beer through our e-commerce. For this reason, we were able to receive many players from around the country, in our bars. Of course, with the password and real data, we only approved access for legal-age players.

The sales of Cristal Beer increased 170% by e-commerce

First purchase option +180%

Free press: +700 000 USD

+3 000 000 people reached