Shadow Napping 121shadow-napping endeavours, and the location of the ads kept changing,
sending players back to the Shadow Napping website to check a dynamically
updated ‘hunting map’ to find their next virtual shadow napping opportunity.
Play also seeded a range of ‘cheats’ around blogs and forums across the web,
each one altering the behaviour of a particular character to make napping their
shadow easier.
Results
●●Hundreds of groups of mates from all over the UK applied and attended
regional auditions across the UK.
●●Interactive ads recorded interaction rates 400 per cent in excess of industry
benchmarks and average interaction times of more than two minutes.
●●Video episodes of the gang’s Aussie shadow napping exploits amassed
hundreds of thousands of views, and the average user session length on
the website was recorded at 10 minutes – well in excess of industry
averages.
●●An independent brand awareness study conducted by Dynamic Logic
concluded that the campaign increased the brand perception for Foster’s
Super Chilled by 18 per cent.
●●The campaign generated high levels of radio and press coverage,
particularly across the red tops (popular UK tabloid newspapers), including
The Sun, Daily Star and The People.
Lessons
The Foster’s Virtual Shadow Napping campaign is a good example of how
digital channels can be used to effectively build on and extend the reach of a
great idea. Tapping into the natural, historical and sporting rivalry between
British and Australian males, and combining it with a common passion (beer),
this campaign was always going to resonate with its target audience. How
many 18- to 24-year-old British men do you know who could ignore a direct,
beer-related challenge from their Australian contemporaries?