Monteith's Brewing Company: The Great Monteith's Meat Pack Hunt

Credits & Description:

Monteith's Brewing Co., a division of Heineken New Zealand, has more than 20 different craft beers and ciders to choose from; yet, many guys stick with one or two beverages and never branch out. To increase product consideration and trial, the brand worked with creative agency Colenso BBDO and launched The Great Monteith’s Meatpack Hunt.
Using augmented reality, Monteith created a hunting ground for bulls, deer, ducks, and lambs right in New Zealand’s metropolis. Every time consumers “shot” an animal with their mobile phone, Monteith sent them a real meatpack of their kill. The company also showed players beer and cider matches for their animal meat right in the game.
The mobile experience exceeded download targets by 210% and was played more than 96,000 times. And because players fired more than 2.5 million shots, Monteith sold out of its Explorer variety pack before the campaign ended.
Agency: Colenso BBDO
Client: Heineken New Zealand
Creative Chairman: Nick Worthington
Creative Director: Terry Williams-Willcock
Art Director: Beth O'Brien
Copywriter: Oriel Davis-Lyons
Group Business Directors: Angela Watson, Brodie Reid