‘We tried to do a real lotto but legally we can’t, so we’ve done this intead’ – GOATLotto campaign drops via The Monkeys

Aussie brewing company Mountain Goat has wrapped up a month-long campaign to promote its beer through a part lotto and part late-night talk show the GOATLotto show.

The campaign was created by The Monkeys, part of Accenture Interactive, and put those who purchased a case of Mountain Goat beer in the draw to win a range of prizes.

Mountain Goat’s GOATLotto Show

GOATLotto started with a retail campaign that gave Mountain Goat buyers a unique set of lotto numbers with their case purchase, putting them in the draw.

During the final show on November 11, Glen and Mick the Goat ended the campaign by drawing the lucky winners, with prizes ranging from $50,000 cash to an egg from the Alien vs Predator movie.

The campaign was amplified across social, out of home, radio and online.

Mountain Goat marketing manager Marc Slater said the campaign was about creating a new “gimmick” to sell some extra cases during the past month.

“GOAT is an uncomplicated beer and while we needed a good gimmick to sell a few more cases this month, we really wanted to keep it simple,” he said.

“GOATLotto not only helped to do that – we cleared out the bank account and got rid of an old couch at the brewery as well as some leftover stubby holders.”

The Monkeys Melbourne chief creative officer, Ant Keogh, added; “We tried to do a real lotto but legally we can’t, so we’ve done this instead.”


Client: Mountain Goat Beer
General Manager – Mountain Goat Beer: Mick Bentley
Marketing Manager – Mountain Goat Beer: Marc Slater

Creative Agency: The Monkeys, part of Accenture Interactive
Chief Executive Officer: Paul McMillan
Chief Creative Officer: Ant Keogh
Head of Planning: Michael Derepas
Art Director: Zenon Predecki
Copywriter: Cody Naetzker
Senior Craft Designer: Raph Tamkalis
Designer: Chris Thompson
National Head of Production: Romanca Mundrea
Producer: Emma King
Group Content Director: Sophie Gosper
Content Director: Navin Arunasalam
Content Manager: Allan Carlow

Production Company: Revolver/ Will O’Rourke
Director: The Glue Society
Managing Director/Co-Owner: Michael Ritchie
Executive Producer/Partner: Pip Smart
Executive Producer/Producer: Jasmin Helliar
Producer: Max Horn 
DOP: Jordan Maddocks
Editor/Post Production: The Glue Society Studios

Sound: Squeak E. Clean Studios


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