Sail to Southwold


Digital experience promoting Adnams Ghost Ship 4.5%.

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, partnered 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.

A seamless user experience providing invaluable data.

Customers were pushed through to the microsite from a multi-channel competition where they entered a unique printed code, for a chance to win beer for a year. Using their phone’s geolocation, we quickly detect their nearest Adnams pub and submit their details.

Following strict GDPR guidelines, we securely stored over 1 million unique competition codes and fully integrated with Adnams’ CRM system. To select daily and overall winners, we created a bespoke dashboard, letting Adnams manage unique codes, view the most popular supermarket Ghost Ship 4.5% is purchased from, see the highest trending Adnams pubs, and overview the behaviour of their target audience.

Bespoke illustration, taking the user onboard.

The site uses motion and audio to create a hauntingly spooky experience taking the user onboard the ship and underwater. We tailored a mobile version to incorporate fun and interactive elements. Using your phone’s device orientation API, we turn the wheel of the ship and tilt the horizon, enabling users to navigate and sail around the Southwold coastline.

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.”


The Results

Up to


UK Premium Bottled
Ale Category

Total entries




entries from
previous year