Mountain Goat Beer launches GOATLotto promotion via The Monkeys, Melbourne


Last night, Australian brewer Mountain Goat celebrated its latest goat run venture, launching the GOATLotto show via The Monkeys, part of Accenture. 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 Alien vs Predator the movie.

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

Says Marc Slater, marketing manager, Mountain Goat Beer: “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.”

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

Client: Mountain Goat Beer
General Manager – Mountain Goat Beer: Mick Bentley
Marketing Manager – Mountain Goat Beer: 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