October 2004 – Spain.

As part of its policy to gratify consumers, Ballantine's continues to sponsor parties at the key nightclubs of Spain. The latest program consists of more than 3,000 parties that will be held during a six month period that began in September 2004.

As part of the communicational concept “No Ties”, the Grupo K agency asked SIA Spain to develop a game in which participants must erase all objects related to work (ties, briefcases, and watches) from the screen, leaving only objects related to the brand (logos, bottles). To play the game, participants move their hands and the movement is captured by a video camera and transmitted to the game with SIA's latest proprietary technology, SIA Cameraction. SIA Spain constructed and installed 100 interactive modules with the game.

The events also include a multi-trivia game in the form of question and answers. The game is comprised of 3 modules: visual trivia, culture and definitions. This game was installed on 36 PromoMan units, which rotate from party to party.

Both games achieved the original goals: they are fun, original solutions that are easy to transport and install. In fact, the promotional objectives have been met so successfully that Ballantine's Germany has requested its own version of the game, based on the idea of the original designed for Spain.

“ SIA Spain collaborated on Ballantine's Snowboard season last year. The results were more than satisfactory, which is why we again called upon SIA for this new program. Both the game concept and its implementation reflected the profile of Ballantine's target public. Consumers love seeing themselves on screen and they enjoy the fact that their body movements form part of the game”.

Joaquín Olivares
Brand Manager, Ballantine's