Digital screens that are fixed to the wall are linked to the urinal bowl. Men who choose to play the game enter into a penalty shoot-out by firing a ‘flow’ of footballs out of their ‘cannons’ at a digital goal.
The game was inspired by the 2010 controversy over the design of the World Cup football, and the fact that, according to Diageo, a third of England football fans are concerned that the new ball may hamper England’s chances at lifting the trophy in 2014.
The game is available to play in locations throughout central and south London, including the Exhibit Diner in Balham, the Loop in Mayfair and the Piccadilly Institute in Piccadilly Circus. Players can upload their score to a leaderboard and challenge their friends.
Captive Media’s co-founder Mark Melford told Event: "We target a young male audience at leisure events. People don’t watch TV advertising like they used to, and poster-marketing has become like wallpaper.
"It’s a fun, silly and engaging way to market a product. Roughly 95% of people who play our games go and tell their friends about it – it’s the perfect way to bring a brand to life."
He also said the company is working on similar bathroom-based World Cup games in the US and Canada.
Samantha Newby, marketing manger for Captain Morgan Western Europe at Diageo, added: "Captain Morgan is always looking for ingenious and fun ways to connect and recruit our crew.
"It is increasingly difficult in bars to stand out. 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."
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