Case Study
Interrail
by Mahou
Using POAPs to turn Madrid's local bars into an exciting urban adventure for beer lovers.
Using POAPs to turn Madrid's local bars into an exciting urban adventure for beer lovers.
Interrail by Mahou reimagined Madrid's bar scene as a collectible adventure. Beer enthusiasts visited 20 different bars across the city, collecting unique digital badges at each stop using NFC technology.
POAP Studio designed a phygital experience that combined the thrill of discovery with the satisfaction of collecting, turning every Mahou purchase into a stamp on a digital passport.
Transforming everyday local bars into exciting destinations, creating the emotion and discovery of travel within Madrid's own neighborhoods. Participants needed a reason to explore beyond their usual spots and a mechanic that made each visit feel rewarding.
Digital badges collected at each bar using NFC technology, turning every visit into a collectible moment.
Mahou Interrail Passport where users tracked their collected badges, route progress, and unlocked rewards.
Pin-code verification through Mahou purchases, linking real consumption to digital badge collection.
Interrail by Mahou successfully reimagined Madrid's bar scene as an urban adventure, combining the thrill of collecting with the joy of local discovery.
Turned 20 local bars into must-visit destinations, driving foot traffic to neighborhoods participants wouldn't normally explore.
Created a collectible loop that rewarded repeat visits, giving beer lovers a reason to complete the full route across Madrid.
Proved that NFC-powered phygital mechanics can bridge brand loyalty with real-world exploration in a consumer context.
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