HEINEKEN NEW ZEALAND, TUI BEER 'TUI CATCH A MILLION' case study

As a sponsor of NZ Cricket, Tui Brewery needed to create a better experience for more fans to come to games - and drink Tui. Change the way people watched the game - and get them to pay for it: get people to purchase and wear orange Tui ‘Catch a Million’ T-shirts to the game. Catch a six (like a home run) in the crowd with one hand. Win a share of over one million dollars - $100,000 per catch. (http://saatchi.co.nz/)