Carlton United Brewery
Challenging mates to let the game decide
We owned the conversation during the State of Origin.
The State of Origin competition always brings out the rivalry between states, mates and fans. We developed a social-first game plan that invited viewers to challenge their mates to a bet that would be based on the outcome of the game. Our activation provided a real contract which recorded the deed that the 'loser' would be obliged to complete. By responding directly to social chatter, we infiltrated and owned the online conversation.
