Race For Hungry Thirsty

Case Study

Online Film

With Hungrythirsty fans willing to do just about anything to get their hands on the latest flavour of OAK flavoured milk, there really was only one way we could launch the newest flavour. By putting the decision at the fingertips of our fans in the world’s first reaction powered race.

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