Oriental Brewery's promotional image for Wide Cup / Courtesy of Oriental Brewery
Major liquor company Oriental Brewery (OB) is ramping up fan engagement for this year’s FIFA World Cup with the launch of “Wide Cup,” a new football-themed promotional campaign.
The event follows Cass becoming the only Korean alcoholic beverage brand selected as an official sponsor of the tournament. Cass has served as an official sponsor of the FIFA World Cup since 2014, giving the brand a long-standing association with the world's biggest football event.
Wide Cup participants compete to see how wide they can open their mouths while cheering for the Korean national football team during group-stage matches. The event takes place at designated restaurants and pubs in Seoul that serve Cass, where fans gather to watch the match together.
The top six participants from each match are selected through artificial intelligence-based technology that automatically measures how wide their mouths are open based on photos taken at the venue. Winners receive cans of nonalcoholic Cass Zero equivalent to their measured mouth opening in millimeters.
