To launch Lazy Yak Pale Ale, we were asked to give few cases of the beer away via Facebook. But we realised that most online competitions and promos ask a lot from their entrants.

But for a beer called Lazy Yak, the opposite felt more appropriate, so we created the Laziest Competition Ever, encouraging Australians to whatever they wanted to try and win a slab of beer.

We called our competition Win Beer – Do Whatever You Want to Enter, and sat back and watched people’s “efforts” roll in, rewarding the most creative demonstrations of laziness with a case of beer.

• Implementation:

The competition post was posted on the Matilda Bay Brewing Co. Facebook page with $500AUD paid support on 23 July 2015.

• Timeline

The competition ran from 23 July 2015 until 30 July 2015. After this, 10 winners were chosen, their details verified and a case of 24 Lazy Yak beers were dispatched to them.

• Placement

The competition was placed on Facebook.

• Scale

The competition was a small scale launch idea that stemmed from a larger ATL Outdoor launch.

In true lazy fashion, we achieved big results by doing relatively little.

From a paid media spend of only $500AUD, we reached 123,114 Australian Facebook users and generated an amazing 1,180 entries.

The result was a respectable CPM of $4.06 and a much more respectable cost per entry of a mere $0.42. We sampled an assortment of alcohol brands for a benchmark average cost of $6 – making Lazy Yak over 14 times cheaper per comment.

Including media, the campaign cost $999.50AUD. The Laziest Competition Ever was a big part in the first stage of the process that led to the launch of Lazy Yak being the most successful craft beer launch ever in Australia.