Cass gives football fans a reason to open wide

The campaign forms part of Cass's broader football marketing activities under the tagline The Moment 50 Million Become Real

Cass has partnered with Cheil to launch the Wide Cup, a fan engagement campaign tied to the global football tournament that uses artificial intelligence to measure supporters' reactions and reward participation.

The campaign forms part of Cass's broader football marketing activities under the tagline The Moment 50 Million Become Real, aimed at encouraging collective viewing experiences and fan participation during South Korea's matches.

Campaign responds to morning match schedule

As the official partner of the South Korea National Football Team, Cass is organising viewing events and activations across Seoul during the tournament.

This year's group-stage matches are being played on weekday mornings for South Korean audiences, prompting the brand to work with pubs across the city to open earlier and provide venues where supporters can gather to watch the games.

AI measures fan reactions

During the viewing events, photographs of supporters are analysed using artificial intelligence technology to measure how widely participants open their mouths while cheering.

Fans receive one can of Cass Zero, the brand's non-alcoholic beer, for every millimetre measured. According to the company, larger reactions result in larger rewards.

Outdoor campaign features supporters

The most enthusiastic reactions from each group-stage match will also be featured in outdoor advertising across Seoul during July, giving selected participants the opportunity to appear in the campaign.

A total of 220 people participated in the first Wide Cup event. The six highest-scoring participants received a combined 411 cans of Cass Zero, with the winning entry recording a mouth opening of 79 millimetres.

Social media activation expands reach

The campaign also includes a social media element, allowing fans to submit photographs of themselves watching matches and supporting the national team through Instagram using campaign hashtags.

Participants are entered into a prize draw, with rewards linked to the size of their measured reaction.

Brand focuses on shared viewing experiences

Hye-Yeon Seo, Vice President of Marketing at Oriental Brewery, maker of Cass: "As a big supporter of football fans around the world, Cass is committed to making the moments when people come together to celebrate even more special. We hope this campaign will enable consumers to experience the excitement of the world championship season up close and create a moment when 50 million become real as we cheer on the national team together."

The Wide Cup campaign is scheduled to continue during South Korea's remaining group-stage matches as part of Cass's wider football sponsorship programme.

www.cass.co.kr

www.cheil.com

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