We launched the team with a 10-minute film ‘Tokyo Blitz’ that profiled the current pros (including a guy who bounces ping-pong balls into a cup and a bicep dancer) and their tour of Tokyo. The film was screened on television, streamed online and in a first for branded content, was accessible on subscription television 24/7 via On-Demand. This method of delivery was perfect for the target because of their erratic waking hours.The integrated campaign also included over 100,000 Team Dry ‘Tokyo Blitz’ DVDs, given away with purchases of Carlton Dry. The DVDs featured the film, a call for entries and special features, including a behind-the-scenes look at the production. Teamdry.com was a virtual team headquarter, where viewers could interact with the team, watch the film, plus the special features, and upload their audition for the sponsorship deal on offer.

RESULTS: FASTEST GROWING BEER BRAND AT FOSTERSCarlton Dry is up 80% in volume in the QTR to November versus the same period last year. It recorded record sales results in October and November (‘08) and is now the fastest growing beer brand at Foster’s. It has beaten launch expectations in the first 12 months by 350%. The response from the consumer to the promotion has also exceeded expectations, with over 250 successful video entries to date, which means we're well on our way to finding the next exceptionally useless members of Team Dry.