A ‘Dry Dream’ is the type of idea you have at 2am after a few beers. Flashes of inspired stupidity, that usually vanish into the ether.

We thought: ‘Wouldn’t it be great to make someone’s ‘Dry Dream’ a reality?’We created three TVC’s to show the type of inspired stupidity required to win the promotion.

We also ran outdoor, web and press versions.These elements drove people to website, where they could upload their Dry Dreams along with supporting visual material . Fake 'making of videos' for the TVCs also featured there.The winner was ‘Giant Mini Golf’.

In the 6 weeks the promotion ran (Nov 1st to Dec 15th):400,000 plus views on Youtube.

The number one piece of branded content on Youtube in Australia for November.104,000 plus unique page views on www.CarltonDryDreams.com

Average time on site 5min plus (benchmark for this amongst 20-30 year olds is 2min 37sec).

58,000 plus consumers told us their Dry Dreams.

Tank Skeet Shooting featured on NBC news (US) ‘The N Files’ Net round up.Carlton Dry is now Australia’s fastest selling beer. The Dry Dreams promotion was the only significant activity undertaken by the brand in the last ten months.