Guinness needed to energize its most loyal and vocal brand advocates and build an online community of Guinness brand fans in Singapore. ‘Rise to the Top’ was a 2 month digital activation campaign that gave local netizens an opportunity to win a trip for four to Mount Everest. With collaboration at the heart of the experience and Facebook as the anchor of the initiatives, customers, via the purchase of Guinness products, received unique codes which could be used to scale a virtual peak online. With rewards at every level, teams stood to win an all-expenses-paid 14-day trip to the base camp of Mount Everest.