Australian beer brand crowdsources ideas for a new island getaway

XXXX Island is a crowdsourced initiative by Australian beer brand XXXX Gold to outfit a newly acquired island in the Southern Great Barrier Reef as “the ultimate destination for mates’ trips away.”

There seems to be some natural affinity between crowdsourced contests and brands in the Pacific Rim. Over the years we’ve seen a job contest promoting the Great Barrier Reef Islands; a search for a pilot from AirAsia; and a crowdsourced chocolate bar promoting the Yellow Pages in New Zealand. The latest spotting? XXXX Island, a crowdsourced initiative by Australian beer brand XXXX Gold to outfit a newly acquired island in the Southern Great Barrier Reef as “the ultimate destination for mates’ trips away.” XXXX Gold recently leased the 15-acre island on the Southern Great Barrier Reef and named it XXXX Island, the company announced last month. Now, the brand aims to create a place that can deliver “a relaxing few days where you can do as little, or as much, as you want with activities including fishing, touch footy, beach cricket, swimming in the ocean or simply barbecuing the catch of the day with a beer in hand,” it explains. Toward that end, it’s inviting consumers to propose ideas for features that should be added to the island, either via a verbal description or with sketches and other visual aids. All construction will be environmentally friendly, according to a Yahoo Travel report, and no damaging water sports will be allowed. Besides having a say in this new destination, meanwhile, participants stand to win a trip worth AUD 10,000 for themselves and three buddies to the island, which officially opens in October. The video below explains the premise in more detail: Purchasing an island means that XXXX Gold will now have a permanent holiday destination to offer their fans as a prize, and by crowdsourcing ideas for features on that island, the brand have potentially greatly increased the appeal of that prize. Even if not every company has the kind of money required to purchase an exotic getaway, this is another great example of how crowdsourcing can be used to ensure customers get what they want. Spotted by: Jim Stewart