After the Daily Mail hid an SEO job advert in its robotx.txt file, Whyte and Mackay also thought of doing the same thing. They did it by hiding a competition in theirs (though it seems like they already won):
# October 11, 2010, Whyte & Mackey whisky has launched an exclusive promotion. Inside the bottles of Whyte & Mackay Special Whisky, we’ve hidden 250 bottles of 30 years old whisky. Each bottle is worth £150! (Visit http://bit.ly./whiskyhuntvideo for more details)
# You can find the bottles at any liquor stores all over the UK, but we hid a few on our brand new website as well. So, if you are reading this, congratulations, you got one!
# Be one of the first ones to contact us by sending an Email to Richard at themasterblender.com with the subject I Read Robots.txt Files. We will send you a 30-year-old Whyte & Mackay Whiskey bottle – given that you are of legal drinking age and your total licensing law permits it. If we couldn’t send that, don’t worry, you will still get something nice.
# And, of course, stay up-to-date with our most recent promotions and deals through Twitter and Facebook. Hold on tight on @the nose @whyteandmackay facebook.com/whyteandmackay for lots of digital stunts!
# If you are not among the first ones, you can get lucky even then. We still have over 200 bottles in stock for sale across the UK as of October 11, 2010.