Campaign Information Foster’s tasked Play with promoting their new in-can widget to a target audience of 18-24 year old males. The widget, known as the Scuba, destroys big bubbles inside the can to create a lager that slips down like a dream. But instead of telling the audience what the Scuba does, we decided to show them.
To do so, we developed the world’s first internet enabled scuba diving installation, taking the audience inside Foster’s cans and into the world of the Scuba. A remote controlled Scuba was submerged in 100,000 litres of amber nectar in a tank at the National Marine Aquarium. The tank was then fitted with a 6x8 metre bubble rig that released bubbles in timed intervals, helping to bring the inside of a Foster’s can to life. Users were then given the chance to destroy some big bubbles of their own by remote controlling the real Scuba in real time, all from the comfort of their PC.
The user who burst the most big bubbles topped the leader-board until they were displaced by another rider, with the eventual winner scooping a scuba diving trip to Australia for them and a mate. The installation was supported by online and press ads, which generated awareness of the installation and drove users to the website.
Ride the Scuba generated a great deal of interest from websites, blogs and both trade and consumer press, with the number of visitors to the website increasing by more than 50% every day. On average users spent 12 minutes on the website per visit and rode the scuba between 3 to 5 times a day.
