This campaign was distributed online, through paid, owned and earned media. Regulated by responsible Alcohol advertising guidelines.

We drew audiences by challenging men to participate in a series of extraordinary tasks. Strongbow layed down a series of challenges in environments certain to generate conversation; social networks and advertising served only to mobile devices in pubs and bars. We targeted communities of interest (cricket, football and comedy) to tap into passions. Later in the campaign, we used a high profile TV spot in the middle of an England-Germany football match to trail the penalty challenge.

Over 1 million men interacted with the campaign, and the engagement rates were 4 times higher than the Facebook average for video content, and twice as high as the average for alcohol video content. As men engaged, Strongbow started to grow its numbers of drinkers at twice the market rate.