People eat more Drumsticks at the beach. The trick is getting them there.

At quitting time, Drumstick’s roving reporters combed well-know Australian beaches with a mobile phone. There mission was simple: get people out of the office and down to the beach.

Our reporters were looking for the latest scoop: from good picnic spots to traffic reports to specials at beach side restaurants.

Using Twitter as a free reporting engine, their reports were captured, compiled and broadcast via web banners on news sites, electronic billboards and daily drive-time radio bulletins presented by Hamish and Andy.