Miller Brewing Co.'s Foster's Lager is kicking off an online dating game the site is casting as a model for other marketer partnerships.

The customized deal is a direct result of an "upfront" conducted by Heavy for the first time this year, and the game is being used to launch a new positioning for the Australian beer in the U.S. with the tagline "Crack open a friendly."

Heavy scoured the Outback in search of 10 "sheilas," Aussie slang for unattached females, to take part in its "massive mating game" that mirrors the TV classic "Dating Game," but on a grander scale. Beginning Aug. 16, for three weeks visitors to Heavy.com can watch pre-produced videos of the 10 sheilas talking about themselves in a "Dating Game" style. Viewers can vote to determine which women they like best.

More at Ad Age.

Technorati Tags: online+dating, reality+ dating