120 The Best Digital Marketing Campaigns in the World
super-chilled. It was a phenomenon that came to be known as ‘Shadow
Napping’.While the Aussie Shadow Napping gang was relaxing off set, Play coaxed a
challenge from them and, on returning to the UK, the agency orchestrated a
nationwide search for a group of British ‘mates’ who could rise to that chal-
lenge. To find likely contenders Play released an online video highlighting the
‘Shadow Napping Challenge’ across a variety of video-sharing and social
media websites. The video gained traction and word spread quickly across
the web. The video directed viewers back to the Shadow Napping website,
where groups of British ‘mates’ were invited to register their details and audi-
tion to become the ‘Shadow Poms’.At regional auditions across the UK hundreds of groups demonstrated their
shadow-napping prowess and highlighted just how far they would go to keep
their Foster’s Super Chilled super-chilled. Two months on and the self-styled
‘Shadow Kings’ – five likely lads from Essex who have been mates for more
than 10 years – emerged victorious.Off they went to Sydney, where they would do their damnedest to beat the
Aussies at their own game, on their own turf. The team was subjected to a
series of challenges ranging from the sublime to the truly ridiculous. Play
filmed every step of the group’s Aussie adventures and released weekly epi-
sodes on the purpose-built Shadow Napping website and on video-sharing
platforms. To get visitors even more engaged Play also commissioned an
interactive multi-user game called ‘Virtual Shadow Napping’ that would run as
rich media ad units across key high-profile websites for the target
demographic.The ads featured a selection of comical Aussie characters: Doris the old lady,
Bruce the karate man, Sheila the lifeguard, Rex the dog and Croc the croco-
dile. The aim of the game was simple: to ‘nap’ the unsuspecting characters’
shadows as quickly as possible, earning points that could be added to your
overall team tally, moving you up the leader board and giving you the chance
to win cool prizes. To make things more challenging each individual character
had more than 100 cunning defensive moves to thwart the player’s