Budweiser has unveiled a “Buddy Cup”: a beer glass that connects to Facebook via a built-in chip.

Created by Agencia Africa in partnership with Bolha, a digital innovation studio in Sao Paulo, the glass works by instantly making people friends on Facebook when they toast using the beer glass.

Sergio Gordilho, chief creative officer at Agencia Africa, said: “Innovation is in Budweiser's DNA. Its platforms are constantly surprising consumers with the best there is in terms of premium experiences. The “Buddy Cup” is another idea bringing the brand even closer to its consumers and opening new levels of interaction for them.”

The aim of the “Buddy Cup” is to enhance brand activation and increase the interaction between Budweiser consumers attending the brand’s sponsored parties, concerts and festivals.