We wanted to create a once in lifetime, money can’t buy experience.So we built a giant ‘skill tester’ (aka ‘skill crane game’). ‘Magnatron’ was a ten-story high, 40-ton version of the game that featured a real crane, a giant electromagnet and life-sized prizes. Constructed immediately in front of the MCG Stadium – Australia’s most famous football ground.

By buying a box of Carlton Draught and entering online, 14 drinkers won the chance to control ‘Magnatron’ on Grand Final day. It was operated from an elevated ‘cherry picker’ platform, using controls identical to that of a real ‘Skill Tester’.

Magnatron captured the public imagination. 36,145 entered for the chance to control Magnatron. 3.4 million watched the winners operate it live on TV for more than five minutes on a Grand Final day broadcast (15.45% of the Australia’s population). In the lead up to the Grand Final, Magnatron received extensive media coverage on the web, radio, in major newspapers and on television. Visible day and night from 20 km away for 3 weeks. 100,016 saw it outside the MCG on game day. Carlton Draught sales were up 13% from same period in the previous year.