Consumers were directed to a microsite - the campaign hub. They were welcomed to the site via a video message from fictitious spokesperson Don Spillane who introduced the initiative with a government style educational video.

Consumers then searched for their nearest drop zone and dobbed in friends guilty of committing crimes against wine. Offenders received a personalised video outlining the charges against them.

To avoid prosecution they were asked to inform on other friends creating a viral effect. Each offender they dobbed in became an entry to win free Fifth Leg wine.

Total Cost: $ 1,000,0000 Results•A database collected in excess of 12,000 unique consumers. (7,000 above target).•56,000 visits to campaign site (21,000 above target).•Average time spent on the site was 7 ½ minutes.•Over 26,000 ‘drop zones’ searches via the campaign site.•Over 7,000 offenders dobbed in via the campaign site.•3,000 bottles swaped on 07.07.09.

•Over 4,300 people sampled with Fifth Leg in store on the day.(1,300 above target).•Over 11,000 banner ad click thru’s at 0.20%.