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Mountain Goat Causes Disaster in Surreal Spot for Beer Brand's GOATLotto

Mountain Goat Beer offers the chance to win stubby holders, alien eggs and a whole lot of hay in campaign from The Monkeys

Mountain Goat Causes Disaster in Surreal Spot for Beer Brand's GOATLotto

Last night, Australian brewer Mountain Goat celebrated its latest goat run venture, launching the GOATLotto show. Part lotto and part late night talk show, GOATLotto is a month-long retail promotion, all in the name of selling some very enjoyable beer.

Those who purchased a carton and uploaded their receipt received a unique set of lotto numbers that secured their place in the draw to win a range of life changing prizes – like $50k, or an egg from the movie 'Alien vs Predator'.

Created by The Monkeys, part of Accenture Interactive, and directed by The Glue Society, the promotion ran nationally from 1st October onwards and was amplified across social, out of home advertising, radio and online in the lead up to the final show held on 11th November 2020.

Those who entered simply needed to watch the GOATLotto show, hosted by Glen and Mick the Goat, to see if their lucky numbers appeared on screen.

Mountain Goat Beer marketing manager, Marc Slater, said: “GOAT is an uncomplicated beer and while we needed a good gimmick to sell a few more cases this month, we really wanted to keep it simple. GOATLotto not only helped to do that – we cleared out the bank account and got rid of an old couch at the brewery as well as some leftover stubby holders.”

Ant Keogh, chief creative officer, The Monkeys Melbourne, added: “We tried to do a real lotto but legally we can’t, so we’ve done this instead.”

Featured Companies: Revolver

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Client: Mountain Goat Beer

General Manager: Mick Bentley

Marketing Manager: Marc Slater


Creative Agency: The Monkeys, part of Accenture Interactive

Chief Executive Officer: Paul McMillan

Chief Creative Officer: Ant Keogh

Head of Planning: Michael Derepas

Art Director: Zenon Predecki

Copywriter: Cody Naetzker

Senior Craft Designer: Raph Tamkalis

Designer: Chris Thompson

National Head of Production: Romanca Mundrea

Producer: Emma King

Group Content Director: Sophie Gosper

Content Director: Navin Arunasalam

Content Manager: Allan Carlow


Production Company: Revolver/ Will O’Rourke

Director: The Glue Society

Managing Director/Co-Owner: Michael Ritchie

Executive Producer/Partner: Pip Smart

Executive Producer/Producer: Jasmin Helliar

Producer: Max Horn

DOP: Jordan Maddocks

Editor/Post Production: The Glue Society Studios


Sound: Squeak E. Clean Studios

Category: Alcoholic Beverages , Beers