Lion - XXXX
Bringing XXXX’s Pride in its Queensland origin. To the pub.
Potential
Our challenge was to deliver a visually impactful on-prem activation leveraging the popular XXXX QLD State of Origin postcodes campaign. And we needed to prove to 25-35 year olds that we spoke their language when it came to showing up in social comms in an interesting way.
Realised
The XXXX postcodes campaign established XXXXs roots as the beer of Queenslanders. We wanted to celebrate that pride in the XXXX origin in a new way to pub goers who weren’t that fussed about the beer or its heritage. So the ‘Locate The Tin To Win’ idea demonstrated that XXXX genuinely cares about Queenslanders by bringing the beauty of the outdoors they’re so proud of, indoors, through an interactive, on-prem experience.
Pub goers simply scanned QR codes to activate an immersive competition to win free XXXX merch. After scanning the code a mystery Queensland destination was revealed, where the user had to guess it’s location. And what made it special is they could use their phone to move around the environment in true interactive AR. The campaign brought the scale and beauty of Queensland back to the pub.
