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In recent years, younger target groups have increasingly been drinking less beer. At the same time, it has become harder for brands to reach these groups via traditional channels like TV ads, since they spend most of their screen time on social platforms such as WhatsApp, where brands have little access. Beck’s was looking for a way to become part of the conversation again. At a time when the target group was flocking to cinemas to see Marvel superhero films, they came up with the perfect branding solution: “Heroes of the Night”. They designed and implemented the first app that turns every WhatsApp group chat into an individualized superhero comic.