At the hub of the campaign was a digital map.

People were invited to explore the places we explored, and live the Pacifico life as they took a virtual tour of Mexico, with paralaxing landscapes, factoids, and super 8 films.The films, which also ran as TV spots, captured the road trip feeling, and a desire to live a life less average.

Entry points came in print, outdoor, and digital.

To find more adventurers, we scavenged 20 VW buses, restored and painted them with themes that embody the surf culture, and its Mexican origins.They served not just as distribution vehicles but led people to our events.Events you could track down by the latitude/longitude provided in posters and wall projections.And as our sponsored bands played, the game of choice at these events was pepper roulette, which soon caught on in bars and homes around the country.

The results of the campaign was not measured just by it’s success in selling 100,000 more cases, 18% growth in key markets and national press coverage, but through the new fans documenting their Pacifico lifestyles and sharing it with the world, on flikr, youtube and travel blogs.