How BeerCup united 300+ active players, 1,900 site visitors and 13 partners from Ticino and Graubünden — with nothing but word of mouth, free press, and a shared love for beer and calcio.
During UEFA Euro 2024, we launched BeerCup — a free mobile prediction game where Ticinese fans predicted the outcomes of all 51 matches. The reward? Craft beers from local breweries. The budget? Exactly zero.
A mobile-first web app where users predict match outcomes — home win, draw, or away win — earning points for each correct call. The leaderboard fostered friendly competition across the canton, while top performers won curated beer prizes from 13 local partners.
No paid ads. No influencer campaigns. Just organic sharing, word of mouth between friends at grotti and bars, and a handful of free press articles in local Ticinese media. The game spread because people genuinely wanted to share it.
May 1 – Aug 31, 2024
Google Analytics 4
Every single visitor arrived through word of mouth or free press — zero paid acquisition.
Players came back match after match — to predict, check results, and follow the leaderboard. A true daily habit during the tournament.
Every event — every page view, prediction, leaderboard check — was a brand touchpoint for partners.
12 from Ticino and one honorary Ticinese from Graubünden — from craft breweries to a historic winery and local media, BeerCup brought together a diverse coalition of brands gaining visibility with an engaged, passionate audience.
13 partners · 2 cantons · CHF 0 marketing · 75,000+ brand impressions
All sourced from local Ticinese breweries and partners. Top 25 players received curated prize packages — real, tangible rewards that made every prediction feel meaningful.
| Rank | Prize Volume | Description | |
|---|---|---|---|
| 1 | 17.47L | Premium craft selection + brewery merch + gadgets | |
| 2 | 14.50L | Curated beer assortment + t-shirts + accessories | |
| 3 | 12.52L | Craft selections + brewery merchandise | |
| 4–10 | 6.65 – 9.55L | Mixed craft beers from regional microbreweries | |
| 11–24 | 4.01 – 5.66L | Individual craft selections + small merchandise | |
| 25 | 0.33L | La Clandestina American Pale Ale |
No ad spend, no growth hacks. People shared BeerCup because they wanted their friends to play. That's the purest signal of product-market fit — and the most valuable kind of reach for partners.
Active players averaged over 30 sessions each. They came back not just to predict, but to check scores, follow the leaderboard, and see match highlights — a genuine daily habit throughout Euro 2024.
Every match page, leaderboard check, and prize viewing was a partner brand impression. 75,000 views with zero media cost is a remarkable return.
Football and craft beer are two of Ticino's great loves. Combining them in a competitive, social format created a product people naturally wanted to share.
Every partner was a local Ticinese brand. This wasn't sponsored content — it was community collaboration. The audience could feel the difference.
The World Cup is coming. The audience is bigger. The platform is proven. Let's build something incredibile together.
Get in Touchpartnership@beercup.ch
