Myanmar beer brand Bawder turns the humble beer fridge into an immersive experience

The fridge can sync with the computer screen to mimic the colours and lights in the room in real-time. The fridge will flash red or fast flash during action-packed sequences.

The aim of the gaming fridge is to deliver “a new dimension of gaming immersion” and transform the gaming experience, which the country’s poor internet connections can significantly impact.

Myanmar has a high amount of internet connectivity problems which impacts its large gaming community – 30% of the population are active gamers, and 91% of them are aged between 18-34 years. Bawder wanted to connect with this audience and provide a solution to “high ping” - a lag in the game that disrupts their gaming experience.

The Bawder Ultimate Gaming Fridge aims to transform the lagging experience into a more immersive one and help the brand engage with its target audience.

Annie Giang Nguyen, marketing manager of Bawdar Myanmar, said the campaign aimed to connect with young consumers. "This first-of-its-kind gaming fridge helped us successfully deliver our brand message of "Raise Up Bawdar", especially amongst gamers in Myanmar."

Park Wannasiri, chief creative officer of Wunderman Thompson Thailand, said, “The data shows that gaming is on the rise in Myanmar. Yet, not a lot of brands are tapping into this trend. With Bawdar Gaming Fridge launched, we believe that it will open new territories of communication for the brand to connect to the new generation.”

The campaign is running across digital and social platforms.