Beer and Twitter--they're both essential elements of World Cup viewing these days (the last World Cup in 2014 was the single most tweeted event in the world to date, with a total of 672 million tweets sent). So Swedish beer Norrlands Guld decided to combine the two, inventing a novel system for imprinting tweets in beer.
The brand's agency Akestam Holst built a printer that uses malt-based ink and connects directly to Twitter. An algorithm scans Twitter for the latest and most relevant World Cup-related tweets, looking for active users and hashtags, and then sends them in real-time to the machine's interface through Wi-Fi. The machine then scales the tweets to perfectly fit the beer foam before adding them to the beer. Tweets are served on the beers seconds after they appear on Twitter.
The machine premiered during Sweden's rehearsal game against Denmark, and will be available at select bars all over Sweden throughout the World Cup.