We wanted to experiment with reactive viral content so we created #MadgeDiver as a celebration of Madonna’s unfortunate moment of fame at The Brit Awards 2015.

Over one weekend the game was played by 30,000 people from all over the world, shared across multiple social channels and even ended up being featured in GQ Italia.

Some twitter (X? Do we have to say that now?) reactions:

• “This is possibly the BEST thing the internet has ever done…”
• “Sorry, as ridiculous as it is, I am loving it!”
• “Angry Birds meets Madonna’s Brit Awards”

The majority of the reception was positive but we also recieved the attention of some die hard Madonna fans who didn't see the funny side and tried to get us cancelled. We lived to fight another day.