On-pack stickers, a short television burst and mobile display advertising drove people to the game, housed on a mobi-site. The game worked across all smartphones.

Over 43 000 customers entered and joined Mitchum’s Drymageddon, successfully destroying 165 167 swimming pools. People spent an average of 18 minutes playing the game, with one keen recruit playing for 9 hours straight. The pool riddled suburb of Northcliff has ceased to exist. And overall, we’ve proved that Mitchum only does dry. Seriously dry.