Great Northern InstaRadio created the first ever Instagram campaign on radio. We encouraged Great Northern beer drinkers to submit Instagram posts with pictures of them in the great outdoors drinking a Great Northern beer. We then vividly brought them to life in audio. The posts chosen were from regions in Australia we had identified where Great Northern could be more popular. The spots celebrate these specific regions as well as the drinkers who uploaded them. These spots were played on radio and Spotify with the actual Instagram post that inspired it on the Spotify screen. These spots were geo-targeted to the area where the posts came from and the radio media buy over indexed in these areas. Finally the posts were placed back over the image and posted as instagram story on the Great Northern Instagram page.

SCRIPT 1 | FOSR363_GNBC_30_QLD_FINAL_RADIO

Fraser Island, Waddy Point. Best mates Joel and Lachie have finished driving and discovered the best way to watch the sunset. Grab two camp chairs, two ice cold Great Northerns and climb on the top of Joel’s ute. Then sit back, say cheers and try and remember if you put the hand brake on.

An Instagram post brought to life by Great Northern.

The beer from up here.

18+ Drink Responsibly

Great Northern Brewing Company is the number one beer in Australia and is famous for celebrating the great outdoors. This campaign targeted very specific regional areas in Australia that had been identified as areas Great Northern wasn’t as strong. This campaign tapped into a social media behaviour of taking photos in the Australian outdoors drinking Great Northerns.