Kokanee
The Movie Out Here
“One of the most audacious marketing campaigns in Canadian history"
– Marketing MagazineHow did a regional beer brand compete with the much larger budgets of global and national beers? By making a movie.
The Movie Out Here was a 90-minute feature length comedy that people paid to see. It was Harold and Kumar meets Superbad with Kokanee at the center of the story. On opening weekend it was the #1 comedy in Vancouver. And it was the centrepiece of an innovative integrated campaign that engaged consumers across the country.
The Movie Out Here was a 90-minute feature length comedy that people paid to see. It was Harold and Kumar meets Superbad with Kokanee at the center of the story. On opening weekend it was the #1 comedy in Vancouver. And it was the centrepiece of an innovative integrated campaign that engaged consumers across the country.
Online
At TheMovieOutHere.ca thousands of consumers became a part of the movie by auditioning, submitting props, getting their band on the soundtrack, adding their name to the credits and much more.
On Premise
Twenty bars across Western Canada competed to be a shooting location for the movie. Ordering a Kokanee gave consumers a coaster with a unique PIN that let them vote through a mobile site.
