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.
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.
Green Giant ran a campaign that linked digital screens and experiential with the use of augmented reality. Running in the Trafford Centre for a weekend, children were given the chance to Hi-Five the giant on the large digital screen to see if they were eating their 5 a day.
ESPN kicked off the football season in the UK with a live campaign combining both social media & up-to-date content automated across 8 digital OOH networks with a combined total of just over 300 screens. The campaign is the biggest social campaign to run across digital out-of-home in the UK.
The four week campaign started on 12th August and is running across JC Decaux’s Transvision & D6 networks, Ocean’s Liverpool Wall, Primesight’s network on the Glasgow Underground, Amscreen’s Forecourt network, Forrest City Screens and Blowup’s new screen in Birmingham.
ESPN are posing questions & topics frequently during Friday evening and Saturdays, football fans can join in commentary and offer opinions opinions via the hastag #ESPNUK
For the upcoming new series of the Gadget Show, a series of challenges has been set to see which media can produce the most compelling advertising campaign: out-of-home or the internet.
JCDecaux supplied and deployed interactive posters at bus shelters, digital games on poster sites, a Gadget Show ‘studio’ at a bus stop and a giant 2D image of presenter Suzi Perry towering over the city to name a few.
The series starts in August on Channel 5.
During the World Cup period, Football fans at Piccadilly Circus were able to record their own 90 second World Cup celebration and see their victory video on Coca-Cola’s LED screen.
The video below shows the campaign in more detail: