Boag’s Draught brings ‘Knight’ to life in social media and experiential push

Boag’s Draught has rolled out a social media and experiential led campaign, this week launching in Sydney as part of its latest marketing push.   

Created in conjunction with digital agency Holler, the Tasmanian beer has brought the James Boag logo’s figure, the Draught Knight to life in its campaign, the “Quest”.

Hosted on the Boag’s Draught Facebook page, consumers are provided with clues to track the whereabouts of the Knight dressed in full armour in their city.

Once they find the Knight they must recite a self-penned “battle cry”. The winners receive Boag’s Draught-branded prizes, with the ultimate winner given a trip for four to the Melbourne Cup in November, which the beer brand also sponsors.

The Lion Nathan-owned brand claims that since the launch of the “Quest” campaign it has tripled its number of Facebook fans, or the number of people who “like this” to 7,708 at last count.

Ralph Simpson, Lion Nathan brand director premium, said: “The campaign has allowed us to bring our brand into both the consciousness of our consumers, and their neighbourhoods, in an engaging and original way.”

The Knight will be in Sydney this Thursday with the “Quest” running until June 17. There have already been winners awarded in Launceston, Melbourne, Adelaide, Canberra and also Sydney earlier this month.

Pictures of the winners so far are on its Facebook page and Flickr.

Boags Draught, Mumbrella

Publicis Mojo created the last major ad campaign for the brand called “Pure Waters”. It has won awards including a Gold Lion at Cannesa Gold Pencil at AWARD Awards and the Mumbrella Readers Choice ad of the year gong.


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