In Argentina, nightlife is a national pastime. When Quilmes debuted a new higher alcohol content beer, they wanted to attract the young, party crowd. We decided to sponsor parties with a Facebook app that gave people everything they needed to throw a perfect party. First, choose the music, dress code, and accessories from hundreds of combinations to customize the perfect party. The app then generates a flyer to share on your and your friend’s walls and Twitter. Everyday, Quilmes picked a party to sponsor—but to win, you had to get the most votes, motivating people to share even more.

In a first for a beer brand, we launched a Facebook-only presence. There, we decided to sponsor parties with a Facebook app that gave people everything they needed to throw the perfect get-together.

First, choose the music, dress code, and accessories from hundreds of combinations. The app then generates a flyer to share on Facebook and Twitter.

Every day Quilmes picked a winning party to sponsor. But to win, you had to get the most votes. So there was a built-in motivation to spread the word about the app: The more you shared your party, the better your chances.

Thousands of people used the app to create parties, and the Quilmes fan base exploded.

We got 250,000+ app users, received 30,000+ parties and 92,000+ new Facebook fans. In the end we pulled off the first successful launch of a beer brand on Facebook. That’s a reason to party.