The Incredible Music Machine is an outrageous music mixer from the beer brand Tooheys Extra Dry. The website was launched to announce their sponsorship of the Big Day Out, the largest music festival in the southern hemisphere. Visitors to the site (primarily males 18-25) could mix their own beats, find out more about an on-pack/on- premise promotion and fix their own concert timetable, as well as enter the draw to win an Apple iPod. Most importantly, they are reminded of the clean, crisp taste of Tohheys Extra Dry.