"In the continuation of a long-running campaign, Kokanee, Western Canada’s favourite beer, wanted to increase engagement and brand preference amongst its consumers. The solution was to search for a new Kokanee Ranger to protect the glacier-fresh beer from the mythical Kokanee-loving Sasquatch.
'Who will be Kokanee’s Next Ranger? You decide.'
Six Next Ranger candidates were created and consumers chose the winner through a 360-degree campaign that included television spots, online videos, 24/7 real-time interaction on the Facebook can and a collectible series of QR-code enabled cans.
Each of these unique candidate cans featured a stylized rendering of the Next Ranger candidate and the candidates’ slogan. Consumers could even vote for their favourite candidate directly through the can thanks to the candidate-specific QR code.
The Next Ranger candidate cans allowed consumers to engage with and directly affect the outcome of the campaign all from the palm of their hands.'