Coral Reefs Become Placeholders for a New Kind of Outdoor
Coffees of Hawaii put a floating coffee bar on the swim course at Kona during the Ironman Triathlon World Championship. (They did it last year too. See pics.)
To ensure nobody would miss the hype-heavy, espresso-peddling raft bobbing near shore, it targeted swimmers with ads on the sea bed.
Neat idea. Neater still: if the flyers were clues to an undersea treasure hunt, and if, at the end of the hunt, people found -- not dubloons! -- but hazelnut coffee bean samples. Their expressions alone would make the effort worth it.