We asked our drinkers for their best drinking stories, their most funny or interesting life experiences, and then we remade the best story with cult action hero Steven Seagal playing the winner in their story.Seagal fronted two TV and two radio ads that introduced the promotion. People were directed to the Carlton Dry Website where they uploaded their own stories and read other people’s entries.

Point of Sale also steered people to the website.Seagal then played 26-year-old Aussie Paul Weiland in the movie: ‘Sheep Impact’. A trailer directed people to CarltonDry.com to watch the movie.

As the campaign is in progress we only have results for the first two months. The projected sales figures for this period were 100,000 cartons of beer a month; the actual incremental sales during November and December 2010 were approximately 264,000 cartons per month.So 38% of total incremental revenue can be directly attributed to the campaign. We had 46,562 unique visits to the Carlton Dry website. Our drinkers really engaged with the promotion as the total number of story views was 267,039.

As a result of the promotion, Carlton Dry is now Australia’s fastest selling mainstream beer brand.