RAM Vision’s iconic screen were used for an interactive Mother’s Day campaign at Glow Bluewater from 16th March to 18th March 2012. The campaign encouraged passers-by to Tweet Mother’s Day messages to #BreakingDawnMum to see their comments on-screen and for a chance to win TheTwilight Saga: The Story so Far Boxset.
The campaign was created by film marketing company GV Film, and digital production specialists Grand Visual, and featured main cast members, played by Kristen Stewart, Robert Pattinson, and Taylor Lautner.
The live Twitter wall scrolled through the latest Mother’s Day Tweets and announced the arrival ofThe Twilight Saga: Breaking Dawn – Part 1on DVD and Blu-ray. The interactive content was interspersed with the film trailer and DVD pack shot which directed customers to the HMV store. The Twitter feed was moderated by Grand Visual and delivered using their OpenLoop platform. Media owner RAM Vision worked closely with Grand Visual, Posterscope and scheduling partner Broadsign to ensure that the takeover campaign ran smoothly and that the dynamic content featured maintained a striking statement to all who passed through the area.
The live element of the digital poster campaign rans from 5pm-9pm on Friday and 11am-4pm on Saturday and was supported by an experiential team from Staffwarehouse who were handing outThe Twilight Saga: Breaking Dawn – Part 1postcards to shoppers and encouraging them to get involved by Tweeting their Mother’s Day messages.
Source: RAM Vision
