Castle Lager introduces #TheBackupSquad, an AI-powered fan engagement initiative, revolutionising the Bafana Bafana fan experience during the AFCON campaign.
Johannesburg, South Africa (16 January 2024) – In a move that signals a new era in sports fandom, Castle Lager, the national beer of Bafana Bafana since 1991, has embarked on a groundbreaking initiative to elevate fan engagement during the AFCON campaign. The renowned beverage company has introduced #TheBackupSquad, a collection of AI-designed Bafana Bafana fan archetypes aimed at rewarding South African fans for their unwavering support.
Castle Lager’s AFCON campaign has kick-started with a fusion of technology and sports passion, and it’s time for fans to rally behind their sports heroes.
The campaign leverages the power of artificial intelligence (AI) to create an immersive experience for fans, making every corner and shot on goal a moment to celebrate.
Wendy Bedforth, Castle Lager Brand Director, emphasises the diverse spectrum of football enthusiasts. “We all know one of these football audience members. From The Bench Warmer, to the Sideline Coach, to – most importantly – the Superfan, so we leveraged our AI capabilities to bring these characters to life during the continent’s footballing showpiece,” says Bedforth.
AI is at the forefront of innovation in Africa, with a potential contribution of up to R20 trillion for the continent by 2030, according to a report by McKinsey & Company.
Castle Lager’s move to incorporate AI in their AFCON campaign not only enhances fan engagement but also aligns with the broader technological advancements in the region.
Engaging with Castle Lager on X (formerly Twitter) opens the door for fans to win exciting rewards throughout the tournament, especially during key moments in Bafana Bafana’s matches. For instance, fans have the chance to win when the team secures a corner or when there’s a shot on target. The links provided on Castle Lager’s social media platforms lead fans directly to the opportunities to participate.
“As the official beer of Bafana Bafana since 1991, we are proud of the team and confident that coach Broos and his chargers will make the nation sit up and take notice, based on all the preparation in the build-up to their matches in Ivory Coast,” affirms Bedforth.
Castle Lager’s innovative approach not only adds a new dimension to fan interaction but also positions the brand at the forefront of embracing technology for the benefit of sports enthusiasts.
Check out the #TheBackUpSquad team below.
by 