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Aussie Football While Skydiving? Why Not?

Down Under, Carlton & United Beverages Aims High

Published on .

For a more in-depth look at this Idea of the Week and other case studies, visit Ad Age and CMDglobal's Inspiration site.

Carlton Sky Troop

When Carlton & United Beverages organized a football game at 10,000 feet and 200 kph to promote Carlton Draught beer, they could not be accused of a lack of imagination. A viral video that showed a group of men skydiving while playing a game of Aussie Rules football became a hit across the world after it was posted on YouTube.

The stunt followed a TV ad called "Sky Troop" that showed an enormous beer glass falling out of a plane above a football stadium and from it scores of yellow-clad skydivers.

By continuing the theme of the TV hit with a viral ad, Carlton Draught was able to cash in on the existing popularity of the concept and strengthen the football sponsorship ties the brand has in Australia.

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CMDglobal.com is the world's only creative-media resource. In addition to a searchable archive of the best media campaigns from across the globe, it includes articles and analysis on trends and best practices for media strategists.
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