Tooheys have had many innovative ideas, none more so than Tooheys New Supercold, the coldest beer on earth. We gave them a choice of how to celebrate it. Would they like to see us cryogenically freeze a man in beer? Stage an all beer based man musical? Or see us share the earth’s coldest beer on earth with the rest of the earth in The Beer Relay. Australians texted their answer to 040-TOOHEYS and chose The Beer Relay, which saw a single glass of SuperCold beer being passed hand to hand, man to man, country to country across the globe.With the bulk of the video content made for ‘Beer Relay’ we needed to get it out to our drinkers. So the media strategy incorporated a mobile component in partnership with Australias largest Telecom network.

We used QR codes on-premise driving traffic to the WAP site. This has only started to become popular in Australia with the introduction of 3.5G phones.

On mobiles 22,528 users downloaded the Mobisodes, a record for Australia’s National Telecom Network and helping push online results to 2,218,589 unique browsers. The beer is now on track to sell 2 million litres ahead of predicted sales targets.

The response from trade has also been incredible. Brett Grebert, Category Director – Mainstream, of Lion Nathan said, “This was the first time in my career that we actually received applause from the sales team when presenting them with a new campaign.”