Page 134 - Best Digital Marketing Campaigns in the World
P. 134
125
Case Study 16
the ozometer
The challenge
Foster’s wanted to use the power of digital interaction to promote the brand’s
iconic ‘no worries’ attitude in the UK. The company asked London-based
interactive agency Play to help out.
Target audience
The principal target audience was 18- to 24-year-old males.
Action
Play came up with the idea of using people’s social media posts as a barometer
of the country’s ‘no worries’ attitude, and ranking people, places and celebrities
