The premise of the competition is that a "wacky sociologist and anthropologist
from the United States - Dr Inkbeer - needs 20,000 volunteers to participate in an experiment to prove the doctor's "social intelligencia co-existence theory
that "high levels of sociability and true intelligence are inter-dependent".
The 18 clubs and bars and the three supermarket chains involved in the competition are referred to as the experiment's "testing zones
and "supply stations
respectively. To register for the contest, consumers need to log onto Dr-inkbeer.com and provide their name, email address and mobile phone number. Viral web marketing, events as well as outdoor, radio and press ads are being used to raise awareness.
For example, street posters showing young Singaporeans partying have been covered with a mock message from Singapore's non-existent "Ministry of Decency
stating the street posters are prohibited and that people need to log onto Dr-inkbeer.com.
E-cards - showing gerbils drinking beer from a yard glass - have been emailed to people with the website link.
Event marketing includes having actors in nurses' uniforms entertain patrons at Singapore nightspots such as Zouk. To maximise the viral component of the campaign, those who register at Dr-inkbeer.com are asked to provide the email addresses of six others in return for bonus points. These people then receive an email from the fictitious Dr Inkbeer inviting them to participate as well.
According to industry sources, APB launched the campaign because it wanted to boost the beer category even if it meant inadvertently helping its competitors -Pacific Beverages and Carlsberg.
But sources said APB is set to benefit the most because it is the market leader. Executives from APB declined to comment on the campaign.
