The publication of Australian adventure We Are Explorers partnered with Great Northern Brewing Co to launch an activation campaign, challenging Australians to find one of ten sculptures marlin hidden in campgrounds across the country.
The publication of Australian adventure We Are Explorers partnered with Great Northern Brewing Co to launch an original activation encouraging Australians to go out and find one of ten sculptures marlin hidden in campgrounds across the country.
From WA to the Tasmanian wilderness and all the way to tropical North Queensland, marlins have been hiding in some of Australia’s most epic locations. An immersive content campaign on the We Are Explorers website will inspire Australians to hit the road and spend a night under the stars. The search for the hidden die-cast marlins – created by Northern Rivers artist Jai Hackl – begins April 28, giving participants a week to “get out” and plan their wilderness getaways.
The first participant who manages to find marlin hidden in each camp not only won a good BCF $ 500, but is also one of 10 people to participate in the draw to win the grand prize: a good BCF 10 000 $.
As part of this promotion, the team We Are Explorers relied on his extensive knowledge of the hidden gems of Australia to select campgrounds spectacular across the country for this campaign. They worked closely with the owners of campsites to highlight nearby adventures in the all in with an editorial series in 10 games on the website, including a clickable map.
The campaign will be promoted through social media, display, email and their website on the We Are Explorers and Great Northern platforms.
We Are Explorers CEO Henry Brydon said: “This is one of the most recent brand activations we have ever worked on and there is no more appropriate partner to bring this to life. that the passionate outdoor team of Great Northern. Great Northern loves to promote modern exploration, so the foundations of the partnership were really strong and aligned from the start.
“Also, although this is a social media campaign, what excites me the most is that we will weave the digital and real world together to deliver a memorable experience that brings people out. people with humor, soul and conversation.”
Hugh Jellie, director of marketing at Great Northern Brewing Co, added: “With the reopening of the borders, we want to encourage as many Australians as possible to come back and feel the power energizing the great outdoors. We Are Explorers are outdoor experts in the Australian media, so we knew they were the perfect partner to bring our BCF together in a new and interesting way. Henry and the team understood from the beginning exactly what we wanted to achieve for our customers and delivered a campaign with the magic of the outside only they can.