We sent beer-drinking men on a hunt for elusive orange cans randomly seeded in cases of Keystone Light. We turned our packaging (the box the beer came in) into a medium for our consumers to build custom mounts to proudly display their orange cans. We called the whole thing 'Can Hunt. Find It. Mount It. Show It Off'. And that’s exactly what they did. We planted 1 orange can in every 4 Keystone packs and made the challenge difficult but not impossible. Word spread and people burnt through packs of Keystone Light to hunt down the orange cans.

Can Hunt was a huge success. We stemmed the decline in Keystone Light share and maintained our share of segment despite heavy discounting by the competition. We drove nearly 6,000 additional Facebook interactions for the brand, a ton of conversation, picture posting on the brand’s Facebook page, 4,000 'likes' and helped spread our content to nearly 1m (895,650) friends of our fans. Consumers populated the Keystone Light Facebook page with Can Hunt success stories and their own adaptations of the mounts. Some even tried to sell theirs on eBay!