The agency created Dr Inkbeer, a renowned scientist who was to conduct a Social Experiment – all media, experiential drinking game played out in clubs, pubs, supermarkets and online.

Marketing activity was split into three phases with all communication leading to websites. The first burst raised awareness, beginning with a short community film and supported by university campus booths, flyers, notice boards, chat-rooms and viral emails.The second burst generated registrations. Media used included condoms, street theatre, radio, urinal rulers, active word-of-mouth, lasers, defaced bus shelter and club posters.After achieving tens of thousands of registrations, the final burst used one on one communication to lead registered volunteers to special locations to buy/drink beer. This involved multiple web sites, emails, text messaging, phone recordings and events.

Total spend for the campaign was approx $900,000USDDuring the promotional eight week period, the campaign received more than five million responses.A growing community of 22,560 registered 'volunteers' has been created.Beer sales among the target grew by an average of 22.5% .