Interactive gaming platform TheQ scooped a £20k Diageo pilot last week at MAD//Anywhere after winning a live start-up pitch. 

TheQ, who offer opportunities to connect and engage with audiences through custom interactive experiences, secured the pilot after pitching against S4M, Cavai – Conversational Technology, Flute Technologies Inc., CamOnApp and Tryit.

The pitch was judged by Diageo Global Head of Innovation and Emerging Technology Benni Lickfett and hosted by Co:Cubed Founder and CEO Jeremy Basset.

“We are really pleased and excited to have won the challenge and can’t wait to get into what this might look like with Benni and the Diageo team,” said Logan Jory, Commercial Director for Europe at The Q.

“MAD//Fest and Co:Cubed did a great job in facilitating in challenging conditions – very slick indeed!” he added.

” TheQ addresses a key shift in consumer behaviours towards more interactive and personalised live-Stream content with a very flexible, scalable and innovative solution,” said Lickfett, commenting on TheQ’s pitch.

“In today’s world, we’re zoomed out. Diageo put out the challenge to explore the next generation of digital experiences, allowing Diageo brands to connect with people in new and fresh ways. The Q have developed an innovative approach to brand engagement, allowing Diageo brands to connect around sport, games, and other live events, bringing entertainment to consumers and positioning Diageo brands at the heart of online socialisation,” said Basset.

“This was a hotly contested pitch with hundreds of entries from start-ups worldwide. Huge congratulations to The Q, who I’m sure will be able to add a new interactive dimension to the digital experience of Diageo’s top brands.

Our innovation pitches are incredibly popular and part of MAD//Fest’s DNA. The support of Diageo and Co:Cubed for this virtual format was fundamental in us being able to continue to play a role in connecting brands and start-ups through MAD//Anywhere. Expect many more pitches in the year ahead!”