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

Tim Burrowes

May 18, 2010 11:45

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.

Be a member to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Become a member

Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.

Topics

3 COMMENTS

Tracey 19 May 10

Hey Tim, that’s the wrong Boag’s Draught Facebook page. It should be this one: http://www.facebook.com/search.....3746583065..1
That one only has 610 little fans and not a lot going on.

Cheers, Tracey

User ID not verified.

Camille Alarcon 19 May 10

Hi Tracey,

Thanks for pointing that out. The link’s now been updated in the story.

Cheers,

Camille – Mumbrella

A 19 May 10

The Pure Waters campaign is one of the best ever.

User ID not verified.

Latest

Seven steers the course at 2026 upfront presentation

'It was always about the jeans': American Eagle CMO opens up about Sydney Sweeney campaign backlash

'Zoning in on their strengths': The industry reacts to Seven's upfront

Roblox, Ebquity and Sweathead first headliners announced for Mumbrella360

Aussies flock to the BBC during heavy news period

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

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

SUBSCRIBE