I used to work at DDB which did something similar for a pear liquor called Xanté.
The main goal was to get the bottle to be visible in the bar (which means more people will see it)
So instead of targeting end users the target was top bartenders.
The campaign went something like this.
1. Miss Ching (a danish/asian model) would go into a bar and ask for the chief bartender.
2. Once found she would tell the bartender that her employer wanted to get in contact with them about some very important things in a few days.
3. She would then handle them a cellphone with a few numbers stored in there already. And then leave.
4. Over the coming days the phone would then send SMS's out to the bartender which was basically pre-defined. If people wrote back then they would receive some random SMS back saying things like "Wisdom lies in paradox"
5. We would also have website that people could try and hack. It just had a password and then some of the SMS messages contained clues to parts of the password.
6. After the 5th or 6th day they would then receive coordinates that they were asked to go to.
7. At the location the would be flown to a castle where the brand would finally be revealed in it's entirety.
It was pretty successful and got the bottle featured quite a few places.
This was done back in 2001