Last month it was InBev who spent a fortune on a slick virtual marketing campaign for one of their lagers, who they would want us to believe is unimproved since the 15th century or something.
Yesterday I got an e-mail from a man called Freddie, who was very eager to tell me this about a Diageo beer:
The new xxxxxx ad, the most ambitious in their history, has not yet been released to the public. We ve hidden it somewhere on the Internet and are relying on savvy web surfers to hunt it down for us by following a tricky series of hidden messages, clues, and puzzles. It s an alternate reality game spread across the web that only the diligent and those willing to thing outside of the box will work out.
I am sorry, but I can’t even be bothered to post a link to this nonsense. Please write me again if you have something to say about beer, Freddie. Beer is brewed on malt, hops, yeast and water, not messages, clues and puzzles. That used to be the case even in Dublin!