Our aim was to connect digital and HoReCa spheres. In order to make this connection, we used RFID technology and social media. A Facebook group was launched, RFID terminals were placed in partner bars and agreements were made to provide free beer to project participants.

We create a social network community called 'Little Amsterdam', whose members were recognised in bars and treated with real beer.

We didn't use expensive, modern devices to connect with the brand. No QR-codes needed to be read, no applications needed to be loaded. We used what our target group already had: a plastic smart card and Facebook account.

Little Amsterdam is a virtual town on Facebook. Any office worker could become a resident of the city. And then all they needed to do was to go to the nearest bar with a "Little Amsterdam" terminal and register with their card. After registration in the community group on Facebook, every visit to a bar, every group activity on Facebook, participation in contests and surveys, and any friends invitations could earn the user virtual guilders. This money could be exchanged for free Amstel Premium Pilsener beer at the participating bar.

The virtual city allowed its "residents" to feel the atmosphere of the old Europe and learn about the new taste of Amstel beer, created from old recipes. Thanks to the use of smart cards to business centers to enter the 'old city', we were able to involve people without special knowledge or complicated devices in our advertising campaign.

In the midst of the campaign, a new law limiting beer advertising on the internet was passed, and we were left without media support. Nevertheless, the promotion continued, and participants were regularly active. Although the results of the campaign are modest, we can be sure that these are real numbers and that this method really works.

Little Amsterdam allowed us to count the number of people who went to a bar and had an Amstel Premium Pilsener beer.

There are two types of technology development:

- RFID-cards (smart cards) allow you to buy beer online at a fixed price that is independent of the bar, thus opening an internet direct sales system;

- RFID-cards (smart cards) allow discount promotions to be held on a continuous basis until the person with the card changes jobs.