Carlton Tests the Skills of Fans with Massive Magnatron Display
Tuesday, March 1, 2011 at 10:04PM
Brian Gainor in Partnership Ideas, afl grand final, beer sponsor, carlton draught, carlton magnatron, carlton sponsor, magnatron, melbourne cricket ground, melbourne cricket ground, partnership activation, sponsorship, sports business, sports marketing

Carlton Draught created a huge splash around the AFL Grand Final in September 2010 by erecting an enormous Magnatron game that offered fourteen (14) lucky contestants a chance to win $100,00 worth of prizes. Carlton created a replica of the game, which consumers commonly play in bars using mini-cranes to pick up plush toys and other small prizes, that stood a massive 10 stories high at the Melbourne Cricket Ground.

Carlton provided the (14) select contestants with a chance to operate a 30m crane with a 750kg magnet attached to try to pick up a variety of prizes, including a Toyota HiLux vehicle, a 10-year AFL Grand Final hospitality package, and $5,000 cash from a Carlton Draught ATM. Contestants were tasked with positioning the Magnatron over a prize they desired, lining up the magnet, and aiming to ensure that they successfully clasped a valuable item.

Consumers could enter for the chance to be (1) of (14) select participants by participating in an on-pack and/or on-air promotion that Carlton executed in the marketplace. 

Check out the unique Magnatron activation stunt below: 

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