This year, New Zealand’s favorite beer, Steinlager, is launching in the US, starting with New York. To do this, they’re sending one employee, Nick, to the States. We thought, “They can’t afford to lose anyone, so let’s get an American as his replacement. Let’s have a competition so an American can win his whole life!” We created a contest where you can “Win Nick’s Life” in beautiful NZ. A website, ads, films, posters, on premise items, web banners and viral pieces presented Nick’s whole life, his parents, job, girlfriend, best mates, etc. From the entries, we chose a winner. The problem was, Nick didn’t want to go...

We launched WinNicksLife.com and strategically seeded its many short films across the web. As the virals spread, we ran banner ads directing even more traffic to the site. Across New York City, Steinlager’s initial U.S. launching point, outdoor posters increased buzz. Inside Manhattan bars we included but went beyond traditional on-premise branding items such as coasters and table tents, and also utilized burgeoning eCast Jukebox technology, skinning it with a WNL interface featuring content from the site. With a heavy PR backing, and the viral nature of the site itself, Nick’s life was everywhere. And everyone wanted to win it.