Solution

Holler devised a three-pronged approach: an engaging promotion, a mystery-based blogger outreach and a micro-site accessible only through facebook.

The promotion, called Apple Hunt, was a scavenger hunt for giant apples hidden throughout Sydney.

Street posters, billboards and facebook ads drove consumers to the Tooheys Extra Dry 5 Seeds fan page. There and on Twitter they received clues and photo updates.

Once apples were found, the lucky fan had their photo taken and got uploaded to the facebook page as well as entered into the draw for that day’s prize.




The blogger outreach played with the topic of the yet unpublished TVC “Birds versus Humans” in which mankind was without the knowledge that came with the Apple of Eden.

First, antique tin cashboxes were sent to 20 of the most influential Australian bloggers in creative genres. Each contained a bird’s nest, grainy photos of feral humans in a dark forest and a parchment stating “Your kind needs you”.

Chalk stencils appeared with the same message.

Bloggers were invited to go to their very own URL that showed a disturbing video teaser complete with individual blog names and their recent posts.

Results

The initial “Apple Hunt” recruited 3,000 fans in two weeks, building an audience for blogger outreach, TVC and micro site which all achieved great acclaim among the creative community.

Every second blogger published a post on the mysterious package they received. The video adventure "Up The Trees" has reached more than 250,000 views across several sharing sites.

The current fan tally on facebook stands at more than 7,000 (and growing continuously), many of who show active ambassadorship of the product. Campaign goals were exceeded by 250% and the product has proved to be an instant success in the alcoholic beverage market.