Brewtron is part of an initiative to demonstrate Icehouse’s status as the beer of choice for the all-important pre-party. Maxim.com created the campaign that includes viral videos and Icehouse advertorial content, as well as a microsite that went live today. All aspects of the campaign will live on Maxim.com.

“Every guy can relate to a good old-fashioned pre-party, so we decided to create viral content showcasing this occasion in a way where Brewtron brings the laughs and Icehouse is the hero,” said Steven Rosenblatt, vice president of sales for Dennis Digital’s Maxim.com in a statement. “It’s all about creating that emotional connection with guys in an environment they trust.”

Brewtron makes his debut in the first video which depicts his construction and subsequent success as a master of the grill, distributor of beer, volleyball pro, and girl magnet for his creators. The site will also include forthcoming video footage from the “Party’s At My Icehouse” sweepstakes that gives seven different winners the opportunity to throw a bash at their respective homes, which Maxim.com will then document for the world to see.