I am a long time fan of Australian beer marketing, they always push the boundaries a little more than in other countries and generally come up with new, fun and interesting campaigns.
Tooheys extra dry beer recently launched a great campaign by BMF, Sydney. To test the theory of “6 degrees of separation”, four aspiring Australian’s were hand picked and sent a box containing a 6 pack of Tooheys beer and $12,000. Each contestant picked a hero of theirs and had 18 days to travel the world and meet their hero. The challenge was to share the beers with a series of Key people, and ultimately connect with their hero for the last one (so proving the theory of 6 degrees/beers of separation)
The participants were filmed along the way and the footage was made into an online reality show. They travelled over 150,000km between them, logging over 167 hours of footage in 15 cities across three continents.
For the campaign the footage was shared on a dedicated YouTube page as well as an main branded 6beersofseperation.com website (created by Holler, Sydney) .
Viewers could comment and track individual contestants as well as subscribe for updates and send the campaign to friends. To watch all the 6 beers of separation episodes click here (or visit the main site to download the feature film, its 1.07GB so be careful with bandwidth if you’re near your cap)
Found via one of my fav sites: www.creativity-online.com