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December 15, 2020

Castle Lite Brings Refreshment To Thousands Of South Africans Using Artificial Intelligence!


As Africa’s biggest premium beer brand, Castle Lite has always sought to break boundaries in the beer category and be innovative in everything they do.

 

The brand has built a formidable reputation in Africa, positioning itself as a game-changer and the authority of extra cold enjoyment and unlocking premium experiences for its consumers.

 

So, when they were faced with how to bring refreshment to South Africans this summer, Castle Lite says they dug deep into their reservoir of innovative thinking to come up with the #UnlockSummer campaign which relies on artificial intelligence (AI) to alert the brand when South Africans are in need of refreshment, triggering a thirst-quenching release of refreshment for all.

 

In the first part of the #UnlockSummer campaign, the brand used the temperature of one of the hottest towns in South Africa, Hotazel (satiric misspelling of ‘hot-as-hell’), to refresh Mzansi every time the town got too hot to handle as temperatures often reach over 35 degrees there. When this happened, registered consumers received a free six pack of the most refreshing beer around. The brand also rewarded consumers who bought a six pack of Castle Lite with extra cold prizes that unlocked their summer.

 

But, in order to achieve their goal of refreshing as many people as possible, Castle Lite took things a step further and relied on the powerful technology of AI. Artificial intelligence refers to the simulation of human intelligence in machines that are programmed to think like humans and mimic their actions (Investopedia, 2020). In simple terms, Castle Lite built a machine called the RefresherRhythm, whose job it is to pay attention to what consumers are saying on social media and find people who are missing out on living their best summer lives because they can’t maximize a specific summer moment for whatever reason.

 

To do this, they turned to Christopher, an AI social media advertising platform that specializes in data analysis as well as real-time engagement and insights, all key components of #UnlockSummer. And together, Castle Lite and Christopher built the RefresherRhythm, a unique way of bringing refreshment to consumers as they experience intense summer temperatures after what has been a heavy year for all. Additionally, they also wanted to refresh consumers whose social media timelines show that they are unable to enjoy the December mood to its fullest.

 

“The RefresherRhythm’s super power is to detect triggers on social media so that when someone is speaking about not being able to live their best summer lives, Castle Lite can be alerted to the need for refreshment. These triggers include words such as ‘beach, pool, sundowners, party, melting, boiling, hot, sweat’ among others. As soon as the RefresherRhythm spots these triggers online, we are then able to respond and provide consumers with some much-needed refreshment. The technology is so advanced that when it spots these triggers, it follows a number of verification steps in order to ensure that they are relevant and not used with any negative connotations or sentiments,” explained Castle Lite Brand Director, Silke Bucker.

 

“The use of AI was a crucial component of this campaign. When we set out to provide refreshment to people across the country, we knew that many of them were looking to unwind and relax this summer to relieve the heaviness that they felt throughout the year. Fulfilling this massive task would therefore require a complex tracking of the general mood in Mzansi, how much beer would be needed if everyone registered, where and how the collection would occur, and also traversing social media for the right triggers. So, we turned to the RefresherRhythm. We relied on AI’s ability to carry the amount of data that was required; to capture, interpret, and make complex decisions based on that data,” she continued.

 

South Africans are urged to share their December mood with Castle Lite on social media as the RefresherRhythm is ready to #UnlockSummer for at least 18 000 people.

THE CALLSHEET ISSUE 6 – 2020

Callsheet Africa Issue 6 gets the exclusive on Riding with Sugar, director Sunu Gonera’s long-awaited feature film debut. We also speak to Beth Ribeiro on how to weather a pandemic as an expat and find out more about what industry suppliers and service providers have been doing since lockdown.

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