If only real Lotto was as ridiculously funny as GOATLotto. The GOATLotto show is, in fact, real too – part lotto, part late night talk show and a month-long retail promotion – all in the name of selling Mountain Goat Beer. It even has real prizes. Those who purchased a carton and uploaded their receipt received a unique set of lotto numbers that secured their place in the draw to win a range of life changing prizes – like $50k, or an egg from Alien vs Predator the movie.
And it has more than enough difference to give a little beer brand a very big presence.
The madness comes from The Monkeys and directors, The Glue Society.
The promotion ran nationally from October 1 onwards and was amplified across social, out of home advertising, radio and online in the lead up to the final show held on November 11 2020. Those who entered simply needed to watch the GOATLotto show, hosted by Glen and Mick the Goat, to see if their lucky numbers appeared on screen.
Mountain Goat Beer marketing manager, Marc Slater, commented: “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. 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.”
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 Producers & Partners: Pip Smart & Jasmin Helliar
Producer: Max Horn
DOP: Jordan Maddocks
Editing & Post Production: The Glue Society Studios
Sound: Squeak E. Clean Studios
Client: Mountain Goat Beer
General Manager: Mick Bentley
Marketing Manager: Marc Slater