Madri Connectada

Brewing Connectivity with Spanish Soul

Born from the spirit of Madrid, Madri set out to redefine the global lager experience through premium craft, cultural energy, and a connected campaign blending physical and digital worlds.

"Say Hola to Excitement!"

Built around the symbol of the red door, the campaign invited users to fall into a playful digital rabbit hole blending language, culture, and discovery.

Each door appeared across packaging, billboards, graffiti, beer mats, and digital platforms, acting as a portal into the Madri Connectada platform.

Access was granted only if you spoke “Madri”: using voice recognition, users pronounced Spanish words to unlock the doors and access exclusive experiences and rewards, turning engagement into a language-driven game.

Once inside, participants navigated an interactive map where they could discover and collect virtual doors leading to special prizes — from limited-edition glassware and digital content to invitations for sponsored events and the Madri Takeover Party.

Connected Campaign

The creative direction centred on turning the red door into a behavioural symbol of reward and curiosity.

Responsibilities included defining the connected ecosystem concept, designing user journeys, and developing the voice-interaction mechanics that linked physical and digital touchpoints.

Drawing inspiration from pattern recognition and Pavlovian conditioning, the red door motif was used to create positive emotional reinforcement — making every encounter with it feel meaningful and rewarding.

My Role

The campaign achieved wide recognition and enthusiastic participation, validating the potential of context-aware, location-based engagement.

Consumers began to associate the red door with excitement and reward, actively seeking new doors across multiple channels.

The initiative transformed brand interaction into a journey of discovery, amplifying awareness and establishing Madri as a bold, culturally rooted, and technologically forward beer brand.