We turned the medium into the delivery mechanic. We created an online video quest from which any of the items on display could be 'snatched' in exchange for codes collected from beer bottles.By 'snatched' we mean that once someone clicked on an item in the video and claimed it, it disappeared from the video for all subsequent viewers and got mailed to them physically, by post.

This led to a frantic level of participation from users desperate to get their hands on every last piece as the rooms emptied. Over 30,000 individual items were distributed among 4 time-locked rooms which became accessible at 2-week intervals during the course of the promotion.

Over 100,000 participants took part in the promo and spent an average time on site of nearly 10 minutes, converting a total of over 2m codes making VideoSnatch the most successful promotion the brand had ever run and doubling sales dynamics over the same period of the previous year.