We decided to create a simple game: 99 Bottles of Beer on the Facebook Wall. The game would work just like the song. Players could start a wall of beer on their own Facebook wall and take one bottle down. Then they could pass it around by inviting their Facebook friends to take down the rest. The first 99 players to have all 99 beers taken down from their wall would win a free Newcastle BeerTender.

The results? Our Facebook page erupted with activity and turned into a virtual, all-day party. Friends of Newcastle became actual friends and began helping each other win the game. We received over 5,000 posts as they chatted and shared back and forth. All 99 Newcastle BeerTenders were claimed in just 24 hours. And, in a flash, we far exceeded our goal of 75,000 new fans of the Newcastle Brown Ale Facebook page.