Most mineral waters are drawn from a depth of around 100m, but this one is different. Borjomi is born in a volcanic spring, eight thousand metres below the Georgian countryside. To prove this, we created a unique consumer journey to the bottom of the world’s deepest web app designed especially for iOS, an app as deep as our source itself, eight kilometres deep. Despite having no initial seeding channels, the app garnered over 5,000 unique users on its first day of operation with over 300,000 having taken the plunge at the time of writing. Over 1,000 people have taken the 5+ hour journey to the bottom and the average time spent on site is over 7 minutes. Tens of thousands of likes, tweets and articles have turned this previously unknown mineral water brand into an international viral success. The current record time for the scroll to the bottom is 3h 47m, the average time is 8h 18m and the slowest time was 22h 48m. Yes, somebody spent an entire day on it.

We created a web app specifically for iOS (iPhone, iPad) which demonstrated the extraordinary depth from which Borjomi is drawn, specifically a single web page which could be scrolled straight down through 8km of rock and magma to the volcanic source of the water. This was designed to engage the most socially active of all internet users – the geeks – and use them as our tool to spread the word about our brand through social media and blogs.

Despite in its infancy (the site was launched in April 2012) it boomed even without seeding, with over 5000 unique users present on the first day. The site now receives around 50,000 unique users per day with over 1000 having made the ultimate scroll to the bottom. The average time is 8h18m. With zero media investment the story of this previously unknown mineral water is spreading like wildfire over social networks (tens of thousands of likes and tweets), blogs and TV news with no less than 10,000 people scrolling at any given time.