The creative idea behind the Beck’s CAPCAM is based on the insight that even though our lives happen in 360°, our smartphone videos don’t. They never capture the whole story but rather small pieces of it. We wanted to offer a solution to solve this problem and invite people to capture more of their Beck’s experiences to share these moments with even more people. The CAPCAM is part of a special edition that for the first time adapts the unique technology of 360° videos to a brand and delivers both, an engaging gadget that is easy to use and fun to interact with and at the same time, offers a piece of shareable content. All that in the spirit of Beck’s: Just like the brand brings people together in our lives, they now do it in our videos. With a 360° angle that captures everything around us.

The CAPCAM was part of a special edition that combined innovative technology and relationship building strategies. The goal was to create a device that attracts peoples attention and gives them an opportunity to create content themselves that is unique and by that worth sharing. The device was attached directly to the bottle due to a magnetic layer on the lower side. As soon as people took off this layer, the CAPCAM was ready to go. Mirrors on the inside extended the camera to a 360° angle once the CAPCAM was attached to a smartphone. Now people were able to capture their lives like they happen: in 360°. The whole action was part of an online raffle that invited people to upload their 360° videos.

The CAPCAM is strongly attached to the brands’ spirit of living in the moment and sharing fun experiences with your friends. It proves once more that Beck’s is an engaging brand that is always looking for new ways to bring people together. In our lives as well as in our videos.

The consumer gets an innovative tool that comes with a clear benefit and offers them a new way of capturing the fun moments in their lives. They are finally able to capture the most exciting moments the way they really are – in 360°. Since the CAPCAM was part of an online raffle, we recorded significant amounts of social media activity throughout the brands’ web presence and highly positive feedback.