The world of beer is quite crowded. Every bar has tons of taps and every beer festival has thousands of the same white tents.

Our challenge was to help a regional brewer — Big Boss Brewing — stand out in the sea of suds. Our solution? We turned first-time beer trial into a fight to the death by creating the world’s first arcade-game-slash-beer-dispenser.

Dubbed the beercade, it features a custom video game called The Last Barfighter.

To start, players insert their beer cups and choose from five characters representing Big Boss’s signature year-round brews. Players fight three rounds with their opponent, and the last one standing receives a trial-sized pour dispensed from the keg inside the machine.

Big Boss features the beercade at major events and transports it to beer festivals and bars. Thirsty beer enthusiasts finally have the chance to prove their barfighting prowess and get rewarded richly for their efforts.

Since its launch, the beercade has been featured by Huffington Post, Engadget, beerpulse.com, NBC News, BuzzFeed and other national media sources.

NBC News called it “a flash of genius,” while geekologie.com said simply, “Damn yeah!”

All told it has generated over 100 million PR impressions equaling more than $1.1 million in earned media, with $0 in paid media spent.

After the release of a promotional video for the game on YouTube, the site traffic to bigbossbrewing.com increased 400% and daily page views increased 254%.

The beercade’s success has translated into sales, too. Big Boss has experienced a 200% increase in distributor requests.

From the characters and sound design, to the game play and animation, every component of the beercade was created and developed specifically for Big Boss.

The external game cabinet was custom-built to house the video screens, game controls and chilled beer keg. Then it was wrapped with panels hand-illustrated in the typical in-your-face arcade style to attract potential players’ attention at busy beer festivals.

The beercade was unveiled at Big Boss’s Oktoberfest event, and it was accompanied by a targeted PR campaign and promotional video distributed via social media.