Fancy drowning in a Newcastle Brown Ale? Trapped in a schooner optical illusion

Fancy drowning yourself (if not your sorrows) in a Newcastle Brown Ale? If you're anywhere near the Del Mar Race Track in California, there's an 8 feet high schooner placed at the entrance of the track for fans to drown themselves in. It's a neat optical illusion, where if you stand in the right place to take a picture, it looks like you're in the glass. If you send that picture to Newcastes facebook page, you may win a prize.

"Trapped in a Schooner" will entertain race fans through an optical illusion. One person stands in a special location, while another climbs inside a larger than life replica of Newcastle’s traditional glass, the Geordie Schooner. The effect: it looks like they are trapped in a giant pint of Newcastle Brown Ale (what a pity). From the race track to the pubs, Newcastle Brown Ale will be encouraging fans and friends to post pictures of the Summer Spectaculars to their personal social media networks. Foursquare check-ins at the Schooner installation will also be rewarded with special Newcastle Brown Ale merchandise, furthering the buzz and word of mouth value of these projects. "We think the guys who drink Newcastle, are a bit different. As a discovery brand, the consumers who order a Newcastle make a conscious choice to stand apart from the perceptions that most domestic beers thrive upon, so it was important for our out-of-home to reflect the sense surprise people have when they try our ale…in other words "it’s not what you might have first thought", adds John Vitro, Executive Creative Director. "By getting people to engage and participate in the marketing we have the chance to express the wit, intelligence and wry smile that could only come from a British import like Newcastle."

AD AGENCY: VITRO