• Situation

Lazy Yak was a brand new Australian Pale Ale launched by The Matilda Bay Brewing Company in July 2015, positioned as an easy drinking beer, best enjoyed when you’re not doing anything. The Matilda Bay Brewing Company, and the Yak Ales brand aims to remind Australians that craft beer does not always need to take itself seriously.

• Brief

We were asked to give away some cases of Yak Ales' new beer, called Lazy Yak, and generate awareness of the product in the process, on a tight budget. It was important to incorporate Yak Ales’ less serious take on the world of craft beer into the promo.

• Objectives

The campaign tried to increase awareness of the new brew through an online competition. It was essential that this giveaway generated high engagement levels to maximise the effectiveness of the campaign's paid media spend.

• Implementation:

The competition post was posted on the Matilda Bay Brewing Co. Facebook page with $500AUD paid support on 23 July 2015.

• Timeline

The competition ran from 23 July 2015 until 30 July 2015. After this, 10 winners were chosen, their details verified and a case of 24 Lazy Yak beers were dispatched to them.

• Placement

The competition was placed on Facebook.

• Scale

The competition was a small scale launch idea that stemmed from a larger ATL Outdoor launch.