How do you gain awareness for your beer brand, and outshine the competitors? Give away free kegs!
That's what Maes - a Belgium beer brand - did. They gave everyone with the last name Maes (the third most common last name in Belgium) a code to unlock their free keg offer on Facebook. They then told everyone that al the Maes' were getting free kegs so they could stalk them and hound them for beer.
I think there would be a lot of Budweisers (or Busches or Millers) in America if this were to go down in the States.