Mitchum is an antiperspirant that keeps you dry. In fact, Mitchum only does dry — seriously dry. So when we were briefed to create a campaign for Mitchum, we decided to launch an attack on wetness. We called it Drymageddon. We created an arcade-style flying game on Google Maps, where people could destroy actual pools of water around South Africa using an arsenal of aircrafts and weaponry. The more they got rid of, the greater their chance of winning a trip to the driest place on earth — the Tierra Atacama desert.

Launch the campaign
Published
October 2013
Topics

The Story

Mitchum is an antiperspirant that keeps you dry. In fact, Mitchum only does dry — seriously dry. So when we were briefed to create a campaign for Mitchum, we decided to launch an attack on wetness. We called it Drymageddon. We created an arcade-style flying game on Google Maps, where people could destroy actual pools of water around South Africa using an arsenal of aircrafts and weaponry. The more they got rid of, the greater their chance of winning a trip to the driest place on earth — the Tierra Atacama desert.

We integrated Google Maps with an arcade-style flying game to create a seamless gaming experience. Our main challenge was loading times and browser memory. We used the Google Maps API to make each click on the map a crater. The craters then clustered as you zoomed out to create a single crater. The more people played, the more craters needed to be displayed. This could have been an overload issue. We cleverly restricted the zoom level to 15 which allowed the game to function throughout the campaign period.

The Technology

The Results

People spent an average of over 18 minutes playing the game and, in two short weeks, over 30,000 pools had already been destroyed. The pool-filled suburb of Northcliff has ceased to exist. And with the campaign set to end in December, who knows how much more Drymageddon carnage is still to come.

18

Minutes average playing time

Launch Date 2 September 2013