Mahou-San Miguel is currently the most important brand of beers in Spain and football is one of the most relevant sponsored fields for the company, having become a sponsor for Real Madrid and Atletico Madrid, both very strong teams which belong to the capital of Spain. Given the fact that the local derby was about to take place between these two rivals from Madrid during the final match of the King’s Cup, Mahou-San Miguel decided to carry out an operation that gathered the feelings of both teams’ through a geolocation-based game which fostered a very healthy type of rivalry. Therefore the idea of discovering “Which colour is Madrid?” sprung up. The application consisted of getting supporters to conquer different neighbourhoods of the city by “checking-in” and answering quiz questions.

Thanks to geolocation, the mobile site determined the place in which each user was located, and through a check-in, the user would conquer a street answering a question correctly. The conquered street would be coloured with the colours of that user’s team.

Users were given the chance to win prizes, which included full team gear or tickets to the final game of the King’s Cup. Interactive billboards were placed in Madrid through which users could take part in the game and jumbo screens were set up in the city-centre in order to view the “battle” in real time.

The microsite received more than 300,000 hits (10% of Madrid’s population). All along those two weeks, the city’s neighbourhoods were conquered and re-conquered more than 80,000 times. Finally, the winning team within the game was Real Madrid, although it was a very close win. However, on the other hand, Atletico Madrid ended up winning the championship.