Australian brewer Mountain Goat has launched GOAT Lager, an uncomplicated, very enjoyable craft beer with an interactive campaign – ‘13GOAT’.
To put the brewer on the big stage, we built on the tongue-in-cheek tone of Mountain Goat and created something crucial to the success of every big brand: a call centre. The only difference being 13GOAT is run by who else, but the goats themselves.
Part giveaway mechanic, part customer service centre, 13GOAT is a call centre run by goats whose sole purpose is to give away a year of very enjoyable GOAT beer, or a trip to the GOAT brewery in Melbourne.
With over 170 possible scenarios, participants can call and talk to screaming goats, listen to an episode of ‘Goats of our Lives’, or return to the main menu at any time. Once they’ve completed their 13GOAT journey they’ll be sent a text message with details on how to enter the competition.
The campaign runs from March 1st to March 31st and will roll out across social, out-of-home (OOH) advertising, and on radio in VIC, NSW & QLD markets.
To hear the campaign, and for your chance to win, call 13GOAT, that is 1-3-4-6-2-8.