Results and Effectiveness

Our approach immersed the brand in highly involving content and made available whatever-whenever-wherever. As well as on TV (on-demand) the content was viewed 700,000+ times online. In total, 67,000+ hours spent viewing content… –630,000+ unique visits to all digital destinations –125,000+ website visitors –Time spent on site 6.45mins –Australia’s top5 most subscribed sponsored YouTube channel –37,000 mobi-site visitors; 17,000 video views –21,398 itunes downloads; 6,000 subscribers –1,600+ QR code scans – not bad for a new channel! Over the campaign period sales were +9.5%, and market share +15%. ..and yes, four people got to meet their heroes in six steps!

Creative Execution

The media strategy was two-fold:- 1.“The Invitation” Call-for-cast within creative communities and tailored messaging via targeted media partnerships: - • Online seeding • Mobi-site - accessed via banners + packaging QR codes • Youth Partnerships – LifeLounge, VICE, Pages, Pedestrian, 2Threads • On-premise; Street posters • Semi-Permanent event – a mecca for the creative crowd! Thousands responded. Four were chosen. 2.Opening it up to the MASSes We didn’t solely rely on them visiting our destination hub. Snackable content and longer-form episodes were distributed in familiar environments giving the choice of how-and-when to watch, including: - • Foxtel ON>demand • Mobile ‘on>demand’ • iTunes – a new channel for us • YouTube, Heavy.com, MySpace video channels • Facebook community • Youth Partnerships MASS media drove people to watch the show – TV, OOH, Men’s Mags, Cinema and themed packaging/promotions. A feature film screened in cinemas, distributed via dvd with TED purchases.

Insights, Strategy and the Idea

You can meet some interesting people over a beer. And, as the theory goes, everyone in the world is connected by six degrees. So, could you meet the person on the planet who inspires you the most, in six steps or less, simply by meeting different people over a beer? We challenged our target to prove this theory of ‘6 Beers of Separation’. We knew the most effective way for Tooheys Extra Dry (TED) to connect with young adults was tapping into their desire to have a voice and express themselves. Four people would go on a journey with the brand. For those that preferred just to watch, the idea provided numerous opportunities to follow what they were up to. The content would be fresh, evolving on its own terms. The four cast were armed with a six pack, travel money, a camera crew and were followed for eighteen days.