Interaction Design, Interface Design, Usability, Information Architecture

Skol is the leading beer in Latin America and Brazil and a part of Ambev, a beverage holding company with brands such as Brahma, Pepsi and Gatorade. In 2006, Skol wanted to extend its brand experience, Skol Beats, the largest Latin American electronic music festival, through a digital platform that engaged the youth market. Skol wanted to extend the weekend electronic musical festival into a longer and more immersive digital brand experience that lasted throughout the year.



Garage interactive was hired to design the Skol Beats digital experience. We were responsible for digital branding and experience design. In terms of digital branding, we did the following:
1) created a site with a 3d visual design home page;
2) designed a 24/7 online radio featuring electronic music;
3) online promotion leveraging an interactive map showing all the participants and their status in the game;
4) video/photo blogs;
5) innovative downloads for mobile phones and pc;




In the physical world, we launched the following:
1) digital outdoors where users could send an SMS to the outdoor and receive free ringtones and vote for their favorite dj;
2) digital guerilla media where we took over an abandoned building and turned into a 30 story leds.





Lastly, I was able to improve the consumer experience at the Skol Beats event by solving their paper maps problem. Skol Beats is attended by more than 40.000 people a year with over 60 dj attractions. In the past, users were given paper card board maps that they hung around their necks. I recommended a downloadable digital map for mobile phones. Users could customize which djs they want to see and would receive SMS alerts 15 minutes before their dj played.

In the end, users knew where and when their favorites djs were playing with their mobile phone maps of the event.