In France, the waiting time on café terraces in summer is very long…

We turned this problem into an opportunity to promote 51 Rosé by creating a fun, time-killing augmented reality mobile game.

This new drink is best served with lots of ice, so we made ice cubes the currency. Players had 51 seconds to launch as many ice cubes as possible from their smartphone into the glass printed on the good old Point-of-Sale ad on their table. Through geolocalisation, each player could contribute to the total score for their bistro. We turned a national problem into a national sport!

The ice-cube throwing championship was promoted through the Point-of-Sale ad (25 000 copies distributed in Bistrots across France). The ad invited consumers to download the mobile app and play the game. The gamification element of this campaign was an important factor in driving engagement for customers and barmen alike. Barmen became brand ambassadors inviting customers to play for their 'local bistrot'. Customers engaged in some friendly competition with their friends (and also at a national level) whilst waiting for their drink.

1522 bistrots took part in the competition and more than 6 millions ice cubes were thrown in total. The ice cube throwing championship turned a national problem into a national sport and got people talking about "Pastis 51 Rosé" as well as how it should be drunk.