Better Beer launches bitcoin treasure hunt
Boutique brewery Better Beer is launching a treasure hunt throughout July, giving customers the chance to win one of three bitcoins.
Better Beer launched 18 months ago, the brainchild of comedy duo The Inspired Unemployed, who made headlines over Easter with a similar $100,000 cash giveaway over social media.
The company refers to itself as a “digitally-led” beer brand, and has built an online legion of more than 138,000 followers across its social media pages. “Why not hide some digital currency inside a can of beer?” said Better Beer chief executive Nick Cogger, given the company’s strong online presence.
The idea to launch an ‘IRL’ bitcoin treasure hunt was floated in January, but the price of the volatile cryptocurrency crashed shortly afterwards.
“We weren’t sure if it was going to continue to drop,” explained Cogger. “It has now bounced back [to more than $46,600] so now is the perfect time to run the promotion.”
In partnership with Coinspot, two bitcoins will be hidden inside specially marked case of Better Beer Zero Carb cans: one in a BWS store, the other in a Dan Murphy’s.
A second-chance draw will see the third bitcoin distributed to one lucky winner.
“By combining Australia’s love for beer and the growing interest in cryptocurrency, we aim to create a unique experience that engages our customers and promotes the use of digital currencies in everyday life,” explained Ray Osthmuller, head of marketing at CoinSpot.
The concept was spearheaded by Born Bred Creative, which was the first Australian agency to accept cryptocurrency as payment.
“We are incredibly proud to work with Better Beer on this ground-breaking campaign,” Born Bred founder and director Clare Winterbourn said. “By merging the realms of beer and cryptocurrency, we aim to captivate and engage a wide range of audiences.”
The promotion runs across July, and Better Beer expects to sell around 60,000 cases during the month.
Got a tip?
Nathan Jolly is the Deputy Editor of Mumbrella. He joined the team in July, 2023.
Linkedin
Have your say