Mahou San Miguel wins award for mobile marketing innovation

  • "Which colour is Madrid?", devised and developed by Mobile Dreams Factory for Mahou Cinco Estrellas, claimed gold in the Best Action based on geolocation category at the prestigious Smarties

  • The action, launched for the final of the King's Cup between Atlético Madrid and Real Madrid, was the only Spanish campaign honoured at the global mobile marketing awards.


de que color es Madrid

Madrid, 26 September 2013. Mahou San Miguel yesterday became one of the major gala winners at the Smarties, the prestigious awards which each year acknowledge excellence in mobile advertising and marketing campaigns worldwide, courtesy of the Mobile Marketing Association.

At the awards ceremony held yesterday in New York, the brewing company claimed gold for its "Which colour is Madrid?" campaign in the Best Action based on geolocation category. The action, devised and developed by Mobile Dreams for Mahou Cinco Estrellas, was meanwhile the only Spanish campaign to claim an award at the event.

The Smarties acknowledge the creativity, quality and innovation of the best initiatives of the year in the sector from all around the globe.

"We are very proud to receive this award, as recognition of our efforts and capacity for innovation in such a dynamic and innovative sphere as mobile marketing," declared César Hernández, Marketing Director at Mahou San Miguel.

A successful case study

de que color es Madrid"Which colour is Madrid?" was an action launched by the brewing company for the King's Cup final held in May between Atlético Madrid and Real Madrid, allowing the two sets of fans to use geolocation on their Smartphones to claim and reclaim city neighbourhoods with their team's colours.

Iker Casillas and Gabi, the captains of the two teams, which both have the brand as an official sponsor, were given the task of kicking off the competition.

This award is the icing on the cake following the excellent results achieved by the campaign in Spain, where it proved a success in terms of the high level of participation, with more than 82,000 interactions among more than 340,000 users involved in the action registered in just one week.

Distinctive innovation and experiences

Mahou San Miguel aims to innovate every day in the way it relates to its consumers, offering them new experiences and distinctive content to strengthen the connection with its brands across a whole range of platforms.

In the digital and mobile marketing sector the firm has also demonstrated its capacity to innovate, and is one of the most active players in this field. Mahou was in fact the first Spanish brand to create a campaign for iAd, the Apple mobile advertising platform, an idea which was likewise devised and developed by Mobile Dreams Factory. In the case of the Spanish agency, this award is the 20th it has claimed over recent years, making it the world's most decorated agency in the Mobile Marketing Association honours list.