The Beer for Novocastria
Murrays 262 was an easy drinking brew made exclusive for the fine looking people of Newcastle. Only available on tap and in bottlos within the city border, we created a campaign that could only be understood by locals themselves (and rich Sydney people buying all our property).
To weed out the locals from the pretenders, we created The Great Beer Hunt. Every Friday, we hid a can of 262 somewhere in Newcastle and live streamed its location. Every Newy-related question answered correctly on the Facebook page, meant the camera zoomed out, revealing more of the location. First to find the can, won a slab of the good stuff.