Branded Entertainment in Latin America is growing fast and growing strong, going along with a worldwide tendency, and Argentina isn’t the exception.

It’s an exceptional moment for brands: they don’t sell goods anymore, they sell experiences.

Doing this, the target audience is engaged directly with contents that makes them feel part of the communication. They don’t feel like an audience, they feel like normal people, because the brand speaks to them as equals.

Cerveza Salta is a brand with great presence in the Northern Provinces of Argentina. Over the last 3 years, is trying to go for bigger markets: Buenos Aires, Rosario, Mendoza and Córdoba.

The main objective of the campaign was make clear that Salta Beer is “Rugby players Official Beer”, all over the country.

This observation from reality, shaped the idea: Some players are so passionate about rugby, that they give everything they´ve got for their team. Including their teeth.

Salta Beer wanted to reward them, and give them back the tooth they had lost.

But we weren’t just thinking of giving them a simple tooth implant. In collaboration with industrial designers, dental technicians and dentists, we developed a unique dental piece, specially crafted to open beer.

An implant that not only works on the rugby field, but it’s also a tool for third halves, a big part of rugby culture.

First of all, we made a search in the social media, looking for every player that had lost a tooth during a match.

And we started giving them the implant.

This is how we engaged directly with our target: rugby players.

After the “recruiting” campaign , we registered the experience itself: the Beer Tooth Implant that Salta Beer gave to the toothless rugbiers (fully costed)

We generated branded content and corporate image from a direct experience. And it was a success. The internet did the rest: the spread reached almost everywhere.

Never had a brand been so close to its target audience. In fact, Salta Beer got literally ¨into¨ its target audience.

- In only 48 hours, the video reached 700.000 You Tube organic views.

- Amazingly, it got shared 200.000 times on Facebook

- It raised an astonishing 1.600.000 Twitter impressions

- Facebook Fan Page increased its number of likes 27%

- Website hits went up 33%

- During the campaign, beer sales went up 9% (51.000 units more than the same month of 2014)

- Brand Awareness improved considerably.

Salta Beer wanted to engage directly with their target: rugby players.

That’s why we decided to reward rugby players who gave everything in the field, including their teeth.

After the “recruiting” campaign , we registered the experience itself: the Beer Tooth Implant that Salta Beer gave to the toothless rugbiers (fully costed)

We generated branded content and corporate image from a direct experience. And it was a success. The internet did the rest: the spread reached almost everywhere.

Nobody ever imagined that a brand could generate entertaining content in such a boring place like a dental office.