18 – 25 year olds have one main medium they listen to; their peer group, so we decided to transform them into our main medium, supported by online and radio. They happily went to all the major music festivals and concerts wearing our branded clothing and advertising the fact they had ‘sold out to Cartlon Dry’. The brashness of the messaging stimulated attention and conversation both at festivals and online. We used our Facebook page to announce we had tickets, sent targeted EDM’s and placed banner ads on popular music sites, all of which created peer group discussion about Carlton Dry. All media was targeted and launched after music venues had sold out all their tickets, to create ‘a fear of missing out’. Using digital channels and our target audience to advertise our brand established Carlton Dry as a brand that understood its audience and most importantly the music scene.

In the opening week of the promotion we received 14,000 mentions online. The winners became the centre of attention for the night, not only was it a great brand experience for them, but also as a walking billboards for Carlton Dry beer they helped recruit us 20,000 loyal 18-24 year old Facebook fans. But most importantly, Carlton Dry becoming the No.1 selling beer in all music venues throughout Australia, where we activated the promotion. And we established Carlton Dry beer as a credible sponsor of the music scene and got it back on the radar of a young fickle audience.