Foster's

During the Sydney Olympics, Foster's International wanted the Foster's website to celebrate the party happening around Sydney and publicise Foster's role as the official beer of the Games. Media Giants embraced the brief and developed the 'Razor Gang'- a group of Giants that sped around Sydney on Razor Scooters and provided updates and photography on all the action as it happened. It was a pioneering guerilla marketing campaign that generated fantastic traffic for Foster's and reinforced the Foster's / Olympic brand association. We even uploaded the content ourselves, using the Foster's production system to ensure the site had all the latest content and was a valuable information source for visitors.

The concept was such a success that Foster's and Media Giants subsequently worked together to provide coverage for events including the AFL Grand Final and Melbourne Formula 1 Grand Prix via copy-cat Razor Gang teams, the Search Party and the Taggers.