Diageo GB is using interactive washroom technology for a campaign for Captain Morgan rum to tie in with the World Cup.
It has created a game with technology specialist Captive Media where men can score a goal through tactical peeing at the urinal.
The Captain’s Cannon washroom game, linked to media above the urinal (pictured), features Captain Morgan’s ship firing the ball, or cannon, at a digital goal.
It is inspired by research commissioned for Captain Morgan that revealed that a third of England football fans were concerned that the new design of football might hamper England’s chances in the World Cup.
The game will be available to play in 10 London locations, including The Exhibit in Balham, The Loop Bar in Mayfair, Jewel in Piccadilly, Strawberry Moons in Mayfair, Piccadilly Institute at Piccadilly Circus, Gigalum in Clapham, the Zoo Bar in Leicester Square and The Draft House at Tower Bridge.
Samantha Newby, marketing manager for Captain Morgan Western Europe at Diageo, said: “Captain Morgan is always looking for ingenious and fun ways to connect with and recruit our ‘crew’.
“It is increasingly difficult for brands to stand out in bars, and the Captive Media washroom media offers an innovative way to interact with our adult audience in a fun and engaging way.
“The brand is then at the front of mind when consumers return to the bar, plus the game gives guys social currency to challenge their mates to beat their score!”
Captive Media co-founder Mark Melford added: “Reaching consumers has never been more difficult for brands, as consumers now screen-out much traditional advertising. However, they love to be entertained and Captive Media helps brands engage customers in the most novel way imaginable.
“The unique screen technology responds to each user’s presence and even his ‘aim’, enabling him to control a video game, select what he watches, or even cast votes. And it’s all hands free!”
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