Molson Coors wanted to put Alpacalypse on the social map, building awareness through a mix of paid and earned media.

So we opened up the world of Al – Alpacalypse’s light-hearted craft beer guru – to punters. Through a series of social-first content ideas, we gave people a glimpse into his world, creating entertaining, distinctive content designed to get the brand noticed, shared and talked about.

And it worked. The campaign generated over 5.2 million views, putting both Al and Alpacalypse firmly on the social map.

To see more of the campaign, check out our social site here.