Race For Hungry Thirsty

Case Study

Online Film

Three flavours of Australia’s favourite flavoured milk, an army of loyal social followers and the world’s first reaction powered race… ready, set, launch.

To bring the newest flavour of OAK flavoured milk to the market, we put the decision of which flavour in the hands of our fans, in a launch like no other. Constructing a purpose-built racetrack, converting carton packs into cars, designing software to convert Facebook reactions into trigger pulls (to power the cars around the track) and hiring sports 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.