Every year, the Beer Festival organized in every Auchan store is one of the most anticipated events by the hypermarket’s clients. This year, the event was celebrated through an online show called The Beer School. The show, made of 7 episodes broadcast over two weeks on the Auchan Facebook page, featured Cristian China Birta as the main character, who highlighted the products displayed on the shelves in his own unique style. In addition, in order to enhance the users’ knowledge on beer typology and variety, the campaign also included tips & tricks communication on social media, as well as a Quiz competition that attracted thousands of participants.