Starting conversations and going where your audience already plays - two key elements of any campaign.  The gang at Boags Beer has hit this one out of the park - a campaign announcing the company's plans to build a pipeline from its headquarters in Tasmania to multiple cities in mainland Australia.  The hope is that the "Great Tasmanian pipeline will deliver Boag's Draft dircetly from Tassie to Tap." 

A colleague (thanks Cath) first encountered this campaign walking around Sydney's Kings Cross district - home of lots of bars, clubs, strip clubs (WOOHOO) and more, basically a bunch of beer drinking Australians all having a great time.  Cath saw what at first glance looks like a typical "request for development" flyer on a telephone pole.  At closer inspection, however, the development is for construction to begin on the pipeline, simply described as needing to "remove blacktop or sidewalk, dig trench below street level, construction of beer pipeline."  

This obviously is an awesome conversation starter - gets people thinking about how great this would be and adds to the overall personality of the Boag brand. 

When you visit the website - listed on the poster -  the fun continues, with a guide of the site explaining how the pipeline will work, showcasing a variety of ways to enjoy Boags beer, an enter your postal code (zip code) section to find an establishment that serves Boags beer and of course, a way to win free beer for you and your friends for signing up to be a "friend of the pipeline." 

After signing up for the campaign the "welcome email arrives" with the standard language you'd expect, along with a link to join the Facebook group, which provides even more consumer engagement and of course, is in a place where Boag's audience already plays. 

Another great example of a company that gets it, creating conversations and entertaining its fan base in a whole new way.  Love it!