Digital experience promoting Adnams Ghost Ship 4.5%.

button: Sail to Southwold

Sail to Southwold

Sail to Southwold

Adnams is a regional brewery founded in 1872 in Southwold, Suffolk. You can find their award-winning beers and spirits in Adnams stores, partner pubs, and supermarkets nationwide and overseas. We worked with Adnams to create an exciting and engaging microsite, fully themed to suit Ghost Ship 4.5% beer branding.

heading: The project

The project

Customers were pushed through to the microsite through a multi-channel competition where they entered a unique code for a chance to win beer for a year. We securely stored 750,000 unique competition codes in a hosted database and used the entrant's GPS to locate their nearest Adnams pub. The site uses interactive elements and sound to create a hauntingly spooky experience taking the user onboard the Ghost Ship and underwater.

Set sail

We tailored the mobile experience by incorporating fun and interactive elements. Using your phone's device orientation API, we turn the wheel of the ghost ship and tilt the horizon, enabling users to navigate and sail around the Southwold coastline.

heading: Secure data

Secure data

Flowing strict GDPR guidelines, personal data was stored in a secure database complete with an automated system to select daily winners. Adnams admin users could add and delete unique codes, view the most popular supermarket Ghost Ship 4.5% is purchased, see the most popular Adnams pubs, and understand the behaviour of their target audience.

Working with Outlab was a joy. Both creative, efficient and extremely professional. The microsite they developed for our annual competition went above and beyond our expectations with added tools and functionality that allowed my team to analyse data and see a clear ROI. We saw over double the entries we had had the previous year.”

Sophie Harris, Head of Brand communications

heading: The results

The results

Up to

stat_1: 13th


UK Premium Bottled
Ale Category

Total entries

stat_2: 23420



stat_3: 200%


entries from
previous year