Carlton Draught Beer Drop Experiment
Bringing punters back to pubs with an innovative AR-led activation
Client:
Asahi Breweries
The brief
Carlton Draught, part of Asahi Breweries, recognized the vital role that pubs play in local communities and set out to support the bar trade in a meaningful way. With many venues facing challenges in attracting patrons back through their doors, they sought an innovative approach to not only encourage people to return to their favorite watering holes but also to provide tangible support for pub staff and owners across Victoria.
Our curious spark
How do you reignite / maintain social culture when consumers have never had more distraction to contend with? We tapped into technology, curiosity, and good old-fashioned Aussie love for beer to craft a campaign that would encourage people to reconnect with their local venues.
Why this mattered
With pubs at the heart of Australian social life, their recovery was essential not only for businesses, but also for reconnecting communities. Our challenge was to create an activation that blended digital engagement with real-world experiences to support local hospitality.
Curiosity on tap
Our curious crew at work
This campaign didn’t just focus on engagement — it forged a real-world connection between consumers and their local venues. By combining the novelty of AR with the draw of free beer, we crafted a strategy that seamlessly blended digital interaction with physical action — and delivered measurable results.
Proof that curiosity pays off
Award-winning innovation
Winner of Best Innovation at the IHAC Awards 2022.
High engagement
99% of users registered for a digital wallet.
Quick turnaround
43% of drinkers redeemed their beer within seven days, far surpassing the 25% target.
Lessons in curiosity
The Beer Drop Experiment showcased how curiosity can lead to innovative solutions for pressing challenges. By asking, “How can we use technology to reignite community bonds?” we created a campaign that delivered commercial impact while supporting local businesses.