We often meet new and interesting people over a beer, but we wanted to see if you could meet anyone in the world. So we created ‘6 Beers of Separation’, whereby members of our target market were challenged to try and meet their idol over a beer. It’s based on the theory of 6 degrees of separation, which states that everyone on earth is linked by no more than six steps. To bring this idea to life and engage our audience, we filmed the journey and distributed it as entertainment.

To get people involved, we started with a casting call. This took the form of a short film asking people to enter for their chance to take part. It was seeded online and made available via an on-pack QR code. During this stage of the campaign, people were directed to our website where they could gain further information and upload their ‘entry video’, which essentially served as an audition.This first phase of the campaign provided us with our four participants, who were then sent on their respective journeys to try and meet their heroes. A film crew accompanied them to document their trip.

Episodes of the participant’s journeys were then distributed online and through Pay TV. A campaign comprising print, outdoor, on-pack, online and television ads all directed people to watch the branded content.

Online episodes were viewed more than 700,000 times.

6 Beers of Separation is the fifth most subscribed sponsored YouTube channel in Australia of all time.

The 6 Beers of Separation feature film is available on iTunes and more than 150,000 DVDs were distributed with the purchase of Tooheys Extra Dry.

Over 1,500 people applied to be in the show, and 4 of them got to go on the journey of a lifetime to meet their heroes.

Tooheys Extra Dry sales up by 9.5%, brand awareness at an all-time high, and market share grew by 15%.