The Cadbury Unwrap Gold digital 6 sheet on Charlotte Way in Dublin invites passersby to take a photo and be in with a chance of winning a pair of tickets to the London 2012 Olympic Games, with a selection of these photos uploaded daily to the Cadbury Ireland Facebook page.
To enter, consumers press a button on the 42″ digital touchscreen and then align themselves to the silhouette on-screen. When they are ready, they press a button to activate the in-built camera which takes a photo of that person in front of a Cadbury stadium backdrop. After taking the photo, they can then enter the draw for tickets to the London 2012 Olympic Games using a keyboard displayed on screen.
Commenting on the Unwrap Gold campaign, Karl Tyndall, brand manager, Kraft Foods Ireland said: “As the official treat provider of the London 2012 Olympic and Paralympic Games , we want to bring the magic of the Games to as many people as possible and the Unwrap Gold promotion will give hundreds of Team Ireland fans the chance to support Team Ireland this summer in London. This digital 6 sheet offers commuters another way to interact with the brand giving them the opportunity to enter a draw for tickets to the Games.”
Artwork for the digital OOH campaign was developed by Publicis QMP and adapted for the interactive touch screen by Eclipse with media coordinated by PHD and PML.
Commenting on the digital OOH campaign, Sandra Alvarez, communications planning director of PHD, said: “We are delighted to bring this interactive outdoor activation to Irish commuters and Cadbury Facebook users. Digital outdoor is growing as a key communication channel as it opens up endless opportunities to engage with consumers in compelling ways. As a medium it is well positioned to serve as a connecting platform between brands, future media technologies and communities. As such, it constantly plays an exciting role in Kraft Foods’ media strategies.”