Kokanee is a Western Canadian beer brand with a legacy of innovation. In 2012, we created The Movie out Here – a feature film that relied heavily on participation from consumers. That participation would take place almost exclusively online.

Consumers could audition for a role in the movie, submit props, enter a song to be included on the soundtrack or vote for their favourite bar to be used as a key location.

Before the premiere, consumers could watch trailers online as well as win tickets to the premiere.

The campaign surpassed all targets set by the client . It was also a hit with fans at the box office.