On pack music promotion pitch for Beck's Italy. Scratch off the onpack keycode, and access the online Beck's House Party to determine how far up your keycode will take you – from the first floor to the VIP lounge, and up to the Penthouse. Prizes varied from downloadble music tracks, club entries, European festival breaks and even an intimate gig. The campaign included social media tie ins, pick your own radio shows, and an experiential launch featuring a Beck's House Party for real and “hit squads” inviting Beck's drinkers back to the party. The promotion intended to appeal to a demographic of urban living, 18 to 24 year olds, who are connected with their friends on and offline and are fans of music and art.