The Buddy Cup, unveiled last week by the company’s Brazilian division, contains a innovative high-tech chip technology integrated with Facebook that makes two people friends on Facebook, when they clink their glasses together in a toast. The cup is paired with a Facebook account by using a QR code printed on the bottom, and a red LED serves as confirmation that you have a new friend.

The cups will supposedly be used at sponsored Budweiser events such as festivals, concerts etc. and are created by Agencia Africa to enhance brand activation and increase the interaction between Budweiser consumers.

As illustrated, the QR code was designed to only work if the cup was full of Guinness, a lager or pilsner just wouldn’t do and show the QR. However, with Guinness you were able to scan the code and create activation. Drinkers could use the QR code to download exclusive content or broadcast social media messages via their cup.

Thanks to the utilization of the distinctive color of the beer, the campaign literally tied with the product and even consumption situation because you had to order the dark beer in order to participate. Order, engage, enjoy and share - now that’s great thinking..

One overall point of criticism of the different Super Bowl ads was the lack of integration with other media and thereby that brands neglected the opportunity to prolong the campaigns offscreen. The majority of the ads were in fact “only” entertaining TV ads without any further activation or engagement.

However, General Electric and BBDO New York created an interactive game for GE that ran during the Super Bowl on an NBC sports microsite. The game ‘Performance Machines’ cleverly took NFL players head to head against GE’s ‘super machines’ (such as a train, jet engine and microwave oven), in nine interactive battles.

Visitors of the site were invited to help each athlete win the competitions using their voice and keyboard. The site used 591 videos to create an immersive, experience and the results suggest that it was a success.