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6 Beers of Separation campaign takes out Best of Show gong at 2010 IAB Awards

6 Beers of Separation website

ZenithOptimedia has been crowned 2010 IAB Awards Best of Show for its Lion Nathan Tooheys Extra Dry – Six Beers of Separation campaign.

The campaign challenged its target audience of 18-24 year old males to prove the theory of ‘6 Beers of Separation’.

Born from the notion that everyone in the world is connected by six degrees, could you meet the person on the planet who inspires you the most, in six steps or less, simply by meeting different people over a beer?

Four people were given the opportunity to go on this journey, armed with a six pack, travel money, a camera crew, and 18 days to prove it.

The campaign ran for nine months with 20 per cent of overall media budget allocated to digital.

ZenithOptimedia created a mobile site and episode content was featured across iTunes, social media sites such as Facebook and YouTube as well as Foxtel television.

Traversing 150,000km over three Continents, campaign video content was viewed 700,000 times, triggering 630,000 unique visits to various digital campaign destinations, 21,398 downloads from iTunes and yes, four people did get to meet their idol.

In this final clip in Ruwan’s journey (no surname provided), the lucky applicant finally meets his idol, music director Dave Myers,

Ruwan finally meets Dave Meyers

Five of the best…

Category winners included:

Alienware Clan Challenge, Brand Awareness and Positioning

In order to know more about Australian gamers, Dell and Mediacom conducted their own research, with results inspiring this engaging campaign. The research uncovered the influence of gaming “clans” – groups of players who work together as a team to complete a game or objective.

Understanding the clans’ need for powerful servers, Mediacom established free gaming servers for the most popular online games using high spec Intel Dual-core machines.

Mediacom also created the Alienware Clan Challenge – the biggest Call of Duty tournament in Australian history. Dell provided a prize pool valued at $30,000 for the winning clan, including five Alienware Aurora desktop machines.

Throughout the campaign, the gaming servers were used by 2,432 players, while 387 players in 60 teams entered the online tournament.

The live final was covered by mainstream and gaming publications and a Mediacom-compiled short film based on the day’s event was the most watched gaming film on YouTube Australia.

LYNX Party Across the Internet, Product Launch

Soap Creative’s campaign for the launch of Lynx Superfresh was developed to engage the elusive young male market.

Soap crafted an online experience that blurred the lines between advertising, social media, entertainment and interactivity.

Once consumers arrived at the destination site, they were taken on an unexpected journey across sites designed to be among the “coolest” on the web, and given the opportunity to partake in games such as a pillow fight with a “wild girl” before landing at the Lynx Facebook page.

Approximately 100,000 people took part in the Party Across the Internet Experience and the campaign generated 68,000 new fans for Lynx on Facebook.

Ed’s note: It’s hard to describe how this campaign operates. Go to the destination site and let the site drag you through what can only be described as a teenage boy’s fantasy-journey of video and gaming experiences.

The Art of Walking, Cross-Platform Integration

Art of Walking website

Publicis Mojo Melbourne’s campaign for Tourism Victoria not only succeeded in the judges eyes, it has been dubbed the most successful Tourism Victoria competition ever.

The centerpiece of the campaign was a 48-minute feature-length documentary.

Users were given the chance to watch The Art of Walking in bite-size pieces, as well as discovering exclusive web videos, photos and diary entries, all mapped using Google.

An online content aggregation plan added exponential visibility and distribution, with over 220 pieces of content uploaded to YouTube, Flickr, and GoogleMaps.

Results include the competition element of the campaign generating over 15,500 unique entries, the Art of Walking documentary being distributed to 400,000 readers by Fairfax, and the National Geographic Channel is broadcasting the film in 16 countries in 2010.

The Adventures of Freddo, Brand Destination Site

A scene from Freddo's adventures
A scene from Freddo's adventures

With an 80 year history of branding in Australia, Cadbury and Freddo needed to connect with the younger generation.

Publicis Mojo Melbourne created an interactive narrative adventure with activities and games where families could explore and engage with the brand.

Daily three minute episodes were uploaded, triggering content-related games, puzzles and activities.

At the end of each episode, children were encouraged to switch off and go outside, with printable activities to keep them thinking, creating and staying active.

The site targeted children and parents with 60,000 Australian families registering to be part of the adventure. Over the course of the campaign, 500,000 episodes were viewed and 15 million minutes were spent in Freddo’s online world – that’s an astounding average of 20 minutes spent per visit to the site.

For details of other category winners, visit: http://www.iabawards.com.au/