News

World Cup fever spawns urinal digital signage game in the UK

June 13, 2014

Urinal-topping digital signage screens around London are now playing host to a different kind of World Cup soccer game. Alcoholic bevarage company Diageo has partnered with interactive digital signage firm Captive Media tolaunched a soccer-themed Captain Morgan game that is now available to play at 10 mens' restrooms around the city, according to Event Magazine.

According to Event, digital signage screens above the urinals are linked to sensors in the urinal bowls, and men play the game by directing the stream of their urine to "kick" soccer balls in a penalty-kick shootout game.

"It’s a fun, silly and engaging way to market a product. Roughly 95 percent of people who play our games go and tell their friends about it — it’s the perfect way to bring a brand to life," Captive Media co-founder Mark Melford told Event. He also said the company is working on similar bathroom-based World Cup games in the U.S. and Canada.

Samantha Newby, marketing manger for Captain Morgan Western Europe at Diageo, told the magazine, "The Captive Media washroom media offers an innovative way to interact with our adult audience in a fun and engaging way, making the brand top of mind when they return back in to the bar, and gives them social currency to challenge their mates to beat their score."