It’s no secret that the world of media is changing at a rapid pace — television, magazines and newspapers are experiencing huge disruption to traditional advertising models. But change also yields opportunity.

On Thursday, April 19th, 2018, BLOCKv, Magellan Media and, the Evening Standard’s parent company, ESI Media, raised the roof at the Sky Media Innovation Awards in London with the “Sky-pirinha Challenge” to showcase how the Evening Standard could integrate its print paper and digital platforms, leveraging BLOCKv.

Guests to this exclusive event, hosted at Google’s U.K. offices, were given the opportunity to collect digital objects of value from the newspapers spread at the event and virtual surroundings using Augmented Reality to mix and redeem their own custom cocktails.

Here’s how it worked:

Guests were asked to collect vAtoms of three cocktail ingredients hidden in that day’s Evening Standard.

2. Cocktail mixers could be “picked up” from virtual dispensers geo-located at the event in augmented reality.

3. Once all the ingredients were combined together, users redeemed them and the cocktail team at the bar went to work!

“With BLOCKv’s platform, we’ve been able to seamlessly unite the digital and physical media experience, and demonstrate full traceability from paper to redemption using the power of the blockchain” said BLOCKv COO Lukas Fluri.