Race For Hungry Thirsty

Case Study

Online Film

How did we turn a regular lunch hour into the most action-packed, adrenaline-pumping, nail-biting hour of your life?
In the most anticipated race since the 1969 Hardie-Ferodo 500, we put three new potential flavours of OAK flavoured milk head-to-head to determine which one will be crowned victor. Replacing horsepower, with people power in the world’s first Facebook reaction-powered race.

To make racing history, we constructed a purpose-built racetrack, turned carton packs into cars, developed software to convert Facebook reactions into trigger pulls (to power the cars around the track) and hired sports commentators to host the 30-minute live fan-driven race.

Keyboards were broken, flavoured milk spilt and inevitably one flavour ultimately won by popular demand – OAK Blue Heaven. Selling out in its first week, making it the highest-selling flavour launch ever for OAK Milk.