Case Study: Quilmes’ Hace Confesar a Un Amigo Overview Quilmes Beer saw Argentina’s National Friend’s day as the perfect opportunity to promote their brand as Argentina’s beer. Y&R Argentina teamed up with Oddcast to launch an interactive viral campaign, “Hace Confesar a Un Amigo” (Make a Friend Confess), which allowed users to force 3D recreations of friends to confess a secret. Like any secret, online or off, the application spread fast. Design and Distribution The instant success of the campaign had much to do with the realistic faces generated using 3D PhotoFace technology. The large and clear face was the center of the action and users spent record time on the application editing and creating messages. The “Hace Confesar a Un Amigo” campaign was the firs

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