Mac’s regularly whets their fans appetite by releasing a new craft beers. So when they launched Miss Conduct – a dry-hopped pilsener – we knew we had to do something different to get them excited about trying it.

We ran two promotions leveraging the roller derby artwork on the Miss Conduct bottle. A Facebook campaign got things rolling. With an awareness objective it encouraging fans to discover their derby name for the chance to win a personalised derby jacket. This first phase drove awareness for the new launch and created an engaging way to grow the Mac’s database.

A second on-premise activation drove sales. Punters who ordered a Miss Conduct at a Mac’s Brew Bar were handed a coaster with instructions to unlock a prize through Augmented Reality (AR). People were prompted to hold their phone up to the coaster, which unlocked a roller skate that raced around the table. This entertained them and worked as a loading screen while their entry was checked.

This fun, interactive piece of tech drew a big response from the public and helped drive sales of the new beer in the Mac’s family.

Related work

How do you show people that 2degrees business plans work in Aussie like they do in NZ? Take them there on their lunch break.

The News Crew Swap demonstrates what blind and low vision Kiwis can do with the right support. Including running a live newsroom.