While James Boag's is a well-known and respected name in brewing, Boag’s Draught was comparatively unknown outside its native Tasmania. So to introduce it as a tap beer on mainland Australia we exploited Tasmania’s island status to create the Great Tasmanian Pipeline – a fictitious pipeline that supposedly pumped fresh Boag’s Draught straight from the brewery to Australian pubs. The ‘Tassie to tap’ campaign involved ambient installations of the pipeline in bars and on the street, print executions, a mobile site, a Facebook fan page, rich online media and a microsite that reinforced the idea that the pipeline was built, and beer was flowing directly to mainland Australia.
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