ABOUT

Brief: To support the TV ad campaign of Hugh Hefner in Ireland.
Target: 18 - 25 year old males in Ireland.

With such a young, male specific audience, it made sense to do an online campaign to support Hugh Hefner appearing in theTV ad campaign. Bavaria wanted their younger audience to know that Bavaria was a premium bear as this is not commonly known in Ireland. With this in mind "The Bavaria Play Room" was created, which displayed a very graphic, opulent Hugh Hefner games room, where users could come online, play pool, "Heff themselves" and win a competition to fly to California, home of the Heff.