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It is cocktail Friday at Elarbee Media and today I want to highlight a piece of sheer marketing brilliance!On a recent trip to New Braunfels, TX to meet with Expressionery.com, I was lucky enough to squeeze in some social time. For me, in Texas, that means drinking my old standby LONE STAR BEER (light these days). Here is the brilliant part: When you take the cap off the beer, on the inside there is a brain teaser.When you are in a group, you start focusing on the bottle cap, and talking about the beer and their marketing team - and who comes up with these? and on and on. Then, when you realize you can't figure one out, they have a numbered code you can use to look it up - where? Online! So they end up getting you to interact with the brand online and in social media. Brilliant.