India's Kingfisher beer brand's unique initiative encouraged people to tweet to the 'Beer God' using the hashtag #DearBeerGod. The brand launched a microsite allowing users to log in with their personal Twitter accounts and have them authenticated.
Once this was done, users were asked to appease the 'Beer God' using the #DearBeerGod hashtag, essentially asking the imaginary deity to shower them with beer. Tweets were separated by city, which each city being given a virtual beer mug that slowly filled up depending on the number of tweets from that particular city.
The campaign went on for just over a month, at the end of which the eastern city of Kolkata won out for sending in the most number of tweets. The writers of the best tweets that emanated from Kolkata were then rewarded with a certain amount of beer depending on how many tweets accompanied theirs that week. Each tweet corresponded to 1 milliliter of Kingfisher beer.
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