We wanted a national event to rival the famous Melbourne Cup. The Carlton Draught Plastic Cup was a foot race with $100,000 prize money, the largest prize for any foot race in Australia. Held during the Cox Plate, 18 contestants ran an obstacle course, each carrying a plastic cup filled with beer. The first to the finish line with at least 200mls of beer remaining in their plastic cup won $100,000.Potential contestants entered by purchasing a box of Carlton Draught, competing in an online game which simulated the race, or through various radio promotions. The race gained millions of dollars worth of free publicity and is set to become an annual part of the Spring Racing Carnival.
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