Description
H2Go's Life's a game was campaign to help capture some of the market share back from Pump at summer hot spots around the country. The idea was simple. If you got snapped drinking an H2Go and found yourself on the website you won $10,000. The spotters were out at the beaches, festivals, campsites and town centres, snapping pictures of lucky prospects. Bottle instructions led them to the website and if they saw themselves, they scored big. 

I loved it because
it was a great combination of online and experiential. And prior to Facebook it was a novelty to see pictures of you or your friends online. 

Agencies
Aim Proximity + Affinity ID

Awards
This won some effectiveness awards locally and it was well deserved.