Toohey’s calls in Vice for 6 Beers project
Vice is the latest to be involved in Toohey Extra Dry’s massive 6 Beers of Separation project, creating a custom magazine on meeting your idol.
The “We Can Meet Heroes” special publication sees Vice interpret the 6 Beers campaign, which is based around the six degrees of separation idea – that everyobody on the planet is just six contacts away from everyone else. The project, which has been showing on YouTube backed with heavy traditional advertising, has featured young Australians attempting to meet their idols.
Vice commissioned six high profile creatives to produce a set of six interconnected covers for the magazine. They are are L.A based party photographer Mark “TheCobrasnake” Hunter, French video producer So Me, Sydney based fashion label Romance Is Born, pro skater Dustin Dollin, Vincent from electro band Midnight Juggernauts and Luiza Sa – guitarist from Brazilian band CSS. Each contributor is linked to the next through a six degrees story.
It also offers tongue-in-cheek advice on how to meet your hero and how to hold a decent conversation once you do.VICE has created an online edition of “We Can Meet Heroes”.
The magazine – which will be distributed with Vice magazine – was produced in conjunction with creatuive agency BMF and media agency Zenith Optimedia.
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Hey Tim,
Any idea how successful the 6 beers project was for Tooheys?
I noticed the other day that most of the contestants have met up with their idols, therefore i assume its over. Im just curious to know how effective it was.
Mike
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Hi Mike,
A good question. As it happens, I’m working with a company that tracks online sentiment to get an assessment – when I have that data I’ll also approach Lion Nathan to see if they’ll share some results too. I don’t think the whole campaign is over yet. I undertstand it’ll also be a program on pay TV.
But if anyone from the campaign wants to share some preliminary results then feel free…
Cheers,
Tim
Cheers Tim,
I’ll be looking forward to that Data.
Mike
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doesnt vice only do 11,000 issues a month total? strange choice of vehicle. must be VERY niche…?
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Hi anon,
I don’t have access to audited number so I don’t know. But assuming that’s the case, I suspect that if it’s the right 11,000 it would be well within TED’s target market. Maybe someone from Vice can fill us in?
Cheers,
Tim – Mumbrella
Damn that’s good. Clever stuff.
And to anon at 1:42pm, I think it’s less about the 11,000 vice readers… more about the influence of those 11,000.
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congrats to the 6 degrees team for pushing what’s possible with this campaign, I rate it. Really like the collaboration with VICE..reminds me a little of Tate Tracks. Have spoken to a handful of youth ‘sneezers’ (not of the swine flu kind) the past week in Sydney about it and the idea seems to be getting some good buzz out there..
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To ween the kids off the Carlton Draught longies, it would be good to see more of the 696 Project designed brown paper bags. They just don’t ever seem to be available anywhere. If there was a series of say 20 of those bags… they’d want them all.
Not sure if trying to out-cool the cool with more advertising is the best option for making you cool.
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they need a TED goon bag … for the broke hipster.
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This campaign is complete garbage. The kids and oldies can see right through it – it’s for BEER (and a crap one at that). Whoopty-doo
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Matt – influence of those 11,000? I think you have missed this markets MO.
This crowd will be very skeptical of such a sell out issue and if you were aware of the background of vice – they are doing everything the publication used to rage against.
It’s a pity. I used to love the cynical gen x writers that used to skulk through it’s pages.
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Time Out Sydney has it right: “Six Beers of Separation makes meeting our idols seem like a boring prospect”
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Not a loyal Vice follower however liked what they did with Playstations Little Big Planet.
Keen to see the rational and spin placed against online sentiment. Likewise, good to get a better understanding of the initial KPI’s sold in with the concept and strategy. Obviously love to see the final ROI and increase in sales.
Likelihood of all this being released… not likely! (outside of award submissions)
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Hey Tim,
Has any more info on this campaign come across your desk?
Reach, Traffic Stats or an idea of ROI would be aweeesome 😀
Cheers,
Mike Watkins
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Hi Mike,
As it happens, the social media metrics people I was talking to are struggling to separate out the data from false positives (the word beer is too prevalanet!), so I’m trying someone else.
Cheers,
Tim – Mumbrella
Hey Tim,
No worries, many thanks for keeping on it!
Cheers,
Mike Watkins
Mudo Media
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