The agency created a character called Dr. Inkbeer, a mad scientist who was recruiting 'volunteers' to take part in his Social Experiments – all media, experiential drinking games played out in clubs, pubs, supermarkets and online.Marketing activity was split into three phases with most communication leading to websites. The first burst raised awareness, beginning with a short community film and supported by university campus booths, flyers, notice boards, chat-rooms and viral emails.The second burst generated registrations. Media used included condoms, street theatre, radio, urinal rulers, active word-of-mouth, lasers, defaced bus shelter and club posters.Having secured a substantial database, ongoing activity focuses on one -to- one communications through web sites, email, text messaging, phone recordings and events.

The media team broke several rules of traditional cinema advertising. A commercial of short-film length was negotiated with the theatre and then screened directly proceeding the main feature in the time slot usually reserved for Movie previews. The media team also liased with the cinema to provide secret access within each cinema hall for an actor who would interact with the commercial during each screening. The team also arranged access within the cinema to pre-shoot the live footage shown within the film, and also to prop the people who normally appear in the area surrounding the cinema.

Total spend for the campaign to date has been approx $900,000USDDuring the eight week launch period, the campaign received more than five million responses. Beer sales among the target grew by an average of 22.5%.A growing community of 22,560 registered 'volunteers' has been created. These people take part in regular parties and beer promotions.