For the next three weeks, visitors to Heavy.com can watch and vote on a series of ten videos, each starring a beautiful "Sheila" (Australian for female hottie) talking up her virtues in classic "dating game show" style, for a chance to win a trip to Vegas. The online dating game also sports a mobile component, as players will receive personal questions in the form of text messages from the Sheilas themselves. As for the presence of the Fosters brand within the game? "It's always meant to be organic, so that it's not forced in there," says group creative director Mark Bernath. "Even if the beer shows up in the videos, it's never named by any of the girls. If one of them is teaching how to grill shrimp on the barbie, she might use Fosters as the marinade—but she won't say, 'Use Fosters Beer to marinate!' It's definitely more of a peripheral presence."
More warm, fuzzy feelings can be experienced at CrackOpenAFriendly.com, where friendly-seekers can check out Fosters-branded webfilms that Ogilvy hopes will go viral through sites like Heavy.com and YouTube. Set to debut in early September, each film depicts a decidedly unfriendly situation that's averted by the arrival of a Fosters friendly. In the meantime, visitors to CrackOpenAFriendly.com can entertain themselves with a hilarious "first person shooter" style mini-game created by The Barbarian Group, in which players must approach a Sheila at a bar by overcoming her three annoying friends. And then there's "The United States of Friendly," an interactive map that assigns a friendly rating to every state based on how long visitors spend on the site and how often they pass it along to friends.