We all know you can meet interesting people over a beer, but we wanted to see if you could meet anyone in the world. So we created '6 Beers of Separation', whereby the target market were challenged to try and meet their idol over a beer. It's based on the theory of '6 degrees of separation', which states everyone on earth is linked by no more than six steps. Four lucky applicants were chosen to take part and their journeys were filmed. This was then distributed back to the target market as entertainment.

Tooheys Extra Dry (TED) wanted to keep their brand fresh, salient and innovative amongst their 18-24 year-old target market.

So our objectives were: 1. Attain deeper brand interaction - take the brand beyond the pub and liquor store 2. Encourage consumer interaction - develop a new way to engage our target 3. Increase sales and grow market share (+5%)

Online episodes were viewed more than 700,000 times.

6 Beers of Separation is the fifth most subscribed sponsored YouTube channel in Australia of all time.

The 6 Beers of Separation feature film is available on iTunes and more than 150,000 DVDs were distributed with the purchase of Tooheys Extra Dry.

Over 1,500 people applied to be in the show, and 4 of them got to go on the journey of a lifetime to meet their heroes.

Tooheys Extra Dry sales up by 9.5%, brand awareness at an all-time high, and market share grew by 15%.

Beer is a social lubricant. It’s often while drinking beer that we catch up with our friends and make new ones. So, we wanted to build on this in a unique and interesting way, by challenging four of our target audience to try and meet their idols using little more than conversations over a beer.