Our research showed that a lot of beer was being purchased by female partners for their blokes. So we decided to target them, instead of their boyfriends.

Using special Augmented Reality codes on cases, we hid clear cut Aussie diamonds in packs of Coopers Clear. Plus there were a host of smaller consolation prizes, like beach kits and music downloads, to ensure people didn’t miss out.Shoppers simply downloaded our iPhone app or visited our website to see if they had won – with high-quality 3D animated graphics, magically emerging from the Coopers Clear case, showing what they had won.

•We increased sales by 110%•Exceeded target by over 400%•1 out of 5 people who bought a carton entered.•19,077 entries in a 10 week period