Thirsty Camel teams up with Carlton & United Breweries to launch ‘The Big Shout’ via T20

Shouting friends a beer is a quintessential part of Australian culture. Which is precisely the thinking behind T20’s latest campaign for Thirsty Camel, The Big Shout.

The Big Shout idea was born from a conversation with T20’s long-time client Thirsty Camel.

The campaign invites Aussies to visit thebigshout.com.au and shout anyone they like a Carlton Dry. Then once they’ve claimed their Carlton Dry, they can shout all their mates too.

T20 is pleased CUB came onboard as campaign partners and brought 3,000 ice cold Carlton Drys with them.

Says Leah Grinter, director of marketing at Thirsty Camel: “Sharing a beer with your mates is something very close to our hearts here at Thirsty Camel, so we are thrilled to offer our thirsty customers a chance to shout their mates a free Carlton Dry, at their local Thirsty Camel bottleshop or front bar.”

At the heart of the campaign is the microsite with share functionality and social media integration.

Says Nick Vargheese, head of digital, T20: “We developed a simple online mechanic to leverage people’s willingness to share. The Big Shout microsite is an easy, fun and pretty cool way to share across all online channels and devices.”

The campaign is supported by point-of-sale, press, radio and online.