The Great Monteith's Meatpack Hunt
Channel Gold - Mobile Marketing, Craft Gold - Excellence in Creative
DB Breweries/Heineken NZ
Nick Worthington, Levi Slavin, Terry Williams-Wilcock, Beth O'Brien, Oriel Davis-Lyons, Tim Ellis, Angela Watson, Sophie Martignier, Brodie Reid, Siva Clement, Andy McLeish, Dov Tombs, Geoffrey Joe, Sheriden Derby, Scott Chapman, Brent Courtney, Natasha Gill, Lars Quickfall, Mike Hammond
Maud Meijboom-van Wel, Dave Openshaw, Sam Allen
Spark PHD, Spark Activate
Monteith’s has a wide range of beer and cider right, but the problem is consumers tend to stick to one or two beers in the range.
The objective was to increase consideration and trial of the Monteith’s range and ultimately show consumers that there’s more to Monteith’s than you think.
Food tastes better when you have a beer in your hand, so why not inspire people to embrace meat and beer matching and trigger the desire for beer exploration in every consumer? The trick was finding a new and relevant way to spark the conversation and drive response.
Through an interactive mobile application experience, the Monteith’s Meat Pack Hunt offered consumers the chance to hunt and shoot cuts of meat via their phones that they then paired with beers and ciders. Looking through their mobile device, wild animals would appear in the real world around them and, to go in the draw for a meat pack, the player would have to shoot the animal virtually. This simple, but highly innovative and immersive game engaged blokes all over the country in the great New Zealand pastime that very few of them ever actually get to indulge in.
The result? 22,000 grown men walking around shooting over two million shots at imaginary animals with their phones. All brand metric objectives were substantially outdone, and more importantly sold out of the limited edition 12-pack produced for the campaign. Cheers to that.