The journey behind the OneMillionBeers movement. This talk covers the full lifecycle of the idea – conceived, ironically, over a beer – from building a cloud-first platform and adopting a mobile-first design philosophy to using WhatsApp, anonymous participation, data processing, image recognition and a monetisation strategy. At the time of writing, the platform had more than 1 500 active users who logged over 12 000 beers in a single month.