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asia pacific breweries |
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Dr Inkbeer - integrated campaign
The following campaign was devised as a social experiment - an all media experimental drinking game, played out in pubs, clubs, supermarkets and online by the renowned social anthropologist, Dr Inkbeer. More than 20 examples of new media and new expressions of traditional media were employed using a combination of marketing and anti-marketing efforts. In addition to Gold and Silver at Cannes, the campaign received more than 5 million responses and increased beer sales among the target audience by 22%
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