A fake company called ComputerTan is offering people the chance to get regular top-up tans from the comfort of their office desk using "a revolutionary new technology".The ComputerTan.com website contains an infomercial film fronted by fictional ComputerTan spokeswoman Hannah Yasmin, who tells her audience how they can look "Tan-tastic" and offers a free trial of the service.
The site allows people to switch on what they expect to be a free tanning session but once the screen has converted to an array of UV bulbs users are confronted with shocking images and facts about skin cancer as well as a link to Skcin's website for more information.
The campaign is designed to raise awareness and engage those most at risk of developing skin cancer in a humorous way and is using a mix of online, print, outdoor ads, street leafleting, PR and digital seeding to reach those most difficult to talk to via conventional advertising.
The 20 second ad is also running on CBS Outdoor's digital network on the London Underground which reaches 1.7m commuters a day in London.
Skcin also managed to persuade influential bloggers to join in the hoax, and together with online seeding of the film on hundreds of sites, managed to generate in excess of 8,000 references to the campaign on Google in the first day of activity alone.
The charity hoped that the media would play along with the hoax, but last week The Sun carried a story explaining it was a hoax, and who was behind it.
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