On pack music promotion pitch for Beck's Italy. Scratch off the onpack keycode, and access the Beck's House Party online to determine how far up your keycode will take you – from the first floor to the VIP lounge, and up to the Penthouse. Prizes varied from downloadable music tracks, club entries, European festival breaks and even an intimate gig. The proposal included strategy for social media tie-ins, and an experiential launch featuring a real life Beck's House Party with “hit squads” inviting Beck's drinkers back to the party.
DETAILS AND CREDIT
Design and Art Direction
Rob Scott – Creative Direction Ian Pittams – Copywriter Carl Pieper – Design and Art Direction James Wilson – Creative Producer