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Carlton Dry

Legends of the Dry

Monkii has been Clemenger BBDO’s digital partner for over five years. Together we produced a competition website for Carlton United Brewers, featuring none other than Steven Seagal. As part of Carlton Dry’s Legends of the Dry campaign, a contest was held for people to submit their ‘legendary’ story. The winner had their story recreated as a short film, with their role played by Seagal.

Key features

  • Custom competition website
  • Integrated with YouTube
  • Generated user content and social media engagement
Carlton Dry

The Monkii solution

Stories were entered in multiple formats including video, images and text. Users could also tag their friends who featured in the stories on Facebook – spreading the word. A webcam streaming service, which connects directly with YouTube, also allowed people to easily submit their entries for moderation by the competition judges. YouTube was used to encode and host video content, efficiently managing the site’s heavy traffic, making it stronger and ninja fast.

The result

The result was an outstanding competition, efficiently executed, resulting in excellent online engagement. The competition and resulting short film gained widespread attention for the brand and was Shortlisted for an AWARD award by the Australasian Writers and Art Directors Association.

Carlton Dry