How Asahi Put Australians to the ‘Skill Test’ and Streamed it on Twitch
In collaboration with The Monkeys and Nakatomi, Asahi Super Dry launched an interactive campaign featuring a real-life Japanese-style claw machine that can be controlled remotely by smartphone from anywhere in Australia.
The “Skill Tester” promotion is designed to bring the excitement of Japanese gaming culture to Australian beer drinkers, and also includes a Twitch stream of the machine operating 24/7, enhancing the thrill of the experience.
The proposition is simple: purchase a specially marked case of Asahi, take control of a physical skill-tester machine with your phone, and try to win a prize from wherever you may be. The promo has now ended, with winners to be announced on the September 13th.
But while that concept seems simple enough, creating a multi-week experience for thousands of eager players each day came with its challenges.
The Monkeys creative director Adam Slater and Nakatomi managing partner Benjamin Bray spoke to LBB’s Tom Loudon about the campaign’s inspiration and rollout, including claw machine machinations and amplifying the user experience.
LBB> What was the initial inspiration behind creating a Japanese-style claw machine for Asahi Super Dry, and how did the concept evolve?
Adam> The brief was to develop an engaging promotion with a distinct link to the Asahi brand. Often, these types of on-pack promotions feature a simple, transactional offer designed to be redeemed by as many people as possible. So, we wanted to find the sweet spot between a campaign that both drove sales but also gave Asahi drinkers a memorable experience that tied directly to the brand.
LBB> Can you elaborate on the technological challenges and innovations in creating a remotely controlled claw machine that can be accessed via smartphones?
Benjamin> We began by sourcing, gutting, and validating various ‘skill’ tester machines. We aimed to find a base model that could be wholly rewired and fitted with custom mechanical components. We modified all the internal electronics so that players could control the claw with digital inputs over the internet. We redesigned the claw to grab prize balls consistently (not as easy as it sounds) and modified the chute, fitting it with a camera to detect which colour ball had been won.
LBB> How did The Monkeys and Nakatomi collaborate, and what was the most rewarding aspect of working together on this campaign?
Adam> The Nakatomi team are an extraordinarily talented bunch of people. They brought an ‘everything is possible’ attitude from the get-go, which we all fed off. I think the whole team enjoyed watching them problem-solve on the fly and find intelligent solutions to complex technology challenges.
LBB> What were some of your biggest challenges in integrating live-streamed video and real-time controls into the 'Skill' Tester experience?
Benjamin> Since the experience was accessible from anywhere in Australia, minimising latency was crucial. Players relied on a live camera feed to watch as they manoeuvred the claw with their phones, so we built the system to be as lean as possible, ensuring no lag interfered with their fun.
To handle the Friday night rush, we developed a queuing system that informed players of their place in line and notified them when it was their turn to play. To make things even more seamless, we knew the entire experience should run through a web browser rather than an app — making it trickier for us but far more accessible for them.
LBB> How did you ensure that the 'Skill' Tester experience would be engaging and enjoyable for users, even those who might not win a prize?
Adam> We spent a lot of time crafting the UX and design of the machine to reference the arcade games that many people grew up playing – hopefully sparking a bit of nostalgia as they navigated the experience. A live stream that entrants could view while waiting in the queue was designed to make the experience feel communal by reminding participants that other people were interacting with the machine in real-time.
LBB> You highlighted the thrill of unexpected experiences as a core part of the Asahi Super Dry brand. How does this campaign align with that brand philosophy?
Adam> Japan is synonymous with not only technology, but also deploying it in unexpected ways. By taking the traditional ‘skill’ tester machine and adding modern technology to allow it to be played remotely, we’re tapping into a passion for new experiences that Asahi drinkers share.
LBB> Can you tell us more about the promotional strategy behind the campaign, including the decision to incorporate a Twitch stream and other channels?
Adam> Small format OOH, as well as point of sale, made up a large part of the media buy – driving customers to purchase for their chance to win. Being a tech-based idea, we worked hard with the media to ensure the channels could amplify this real experience so that people all over Australia could interact in some way, shape or form. Twitch and social media allowed us to do just that – demonstrating to our audience that this is a tangible, live experience and encouraging them to purchase to play.
LBB> Looking back on the project, is there any particular moment or aspect that stands out as a highlight or a learning experience?
Adam> Tuning in to see the claw come alive for the first time a few hours after launch was pretty exciting. I think our first user won a prize, too – extra satisfying. In terms of the bigger picture, we recently broke Asahi Super Dry’s record for the most entered local promo, which was also a significant highlight.
