McDonald’s have launched their digital OOH campaign which forms part of their overall £10m ‘We all Make the Games’ Olympic and Paralympic campaign. The OOH activity consists of digital screens located across the country, as well as the iconic screen at Piccadilly Circus. All the screens are enabled to allow copy to be uploaded dynamically with a number of copy changes planned for each day which will document and celebrate people, moments and emotions of the games. Content will be supplied by creative agency Leo Burnett as well as from consumers with their own images which fit under the heading ‘what kind of supporter are you’? The Piccadilly Circus screen, in addition to featuring live moderated content, will also have a return-path which notifies the user to inform them that their image has been used and sends them a video via Facebook. The campaign was planned and bought by OMD and Posterscope and Cloud and Compass managed the LivePoster DOOH delivery platform.
Absolut are running a campaign to launch a new limited edition product, Absolut London. The campaign is targeting iconic London environments including the London Underground as well as reaching the fashion concious in Westfield.
The artwork for the campaign features six characters created exclusively by Gorillaz artist Jamie Hewlett.
Eurostar is launching a “live” advertising platform in a move to integrate social media and consumers’ conversations into its mainstream advertising.
The Eurostar Live platform will launch on 23 February with a campaign promoting the international train service’s connection from London to Amsterdam, via Brussels.
Eurostar has developed the campaign to help customers travelling around Europe to share experiences and advice with each other, and make sure the brand is part of the conversation. The technology will integrate real time comments about the brand, its services and destinations, into its outdoor ad campaigns running on digital outdoor screens in London.
Clear Channel partnered with Madonna to premiere the world-renowned artist’s new single “Give Me All Your Luvin”. On the day of launch at 2pm, the simultaneous ‘Play’ of Madonna’s new single and video ran across nine countries in Europe, Asia Pacific and the US on over 1,600 of Clear Channel’s digital displays.
Clear Channel UK also partnered with Global Radio’s Capital FM network to launch the single on air while the full four-minute motion video was played out on digital screens simultaneously.
Maintaining the momentum started by their successful use of social media feeds on DOOH in Summer 2011, ESPN have again integrated Twitter feeds into their bought digital OOH sites. For this, the most recent burst, ESPN shifted their focus from the Premiership to the excitement of the FA Cup. Covering the 3rd, 4th and 5th rounds, fan produced football banter was displayed on large iconic OOH screens to symbolise and pay homage to the enormity and stature of England’s oldest and most illustrious cup competition.
To encourage participation, topical propositions were posted by ESPN talent Robbie Savage and Ray Stubbs across 4 networks and a total of 19 screens.
Channel 4 is currently running a live campaign on CBS’ XTP network as part of a marketing push for the flagship 7pm Channel 4 News bulletin.
The marketing campaign is a media first for Channel 4, and aims to drive viewers to the 7pm Channel 4 News broadcast, by highlighting and updating key headlines that will feature on the show that night, on these XTPs during commuter hours. The content will showcase the top stories that will feature on that evening’s bulletin, combined with tweets and blogs from the Channel 4 News presenters Jon Snow, Krishnan Guru-Murthy, Cathy Newman and Matt Frei. The objective is to give commuters the big stories with a shot of the personality and character associated with Channel 4 News, in a way that will drive people to the programme.