Brands take advantage of interactive advertising content on a variety of networks to reach visitors to the world’s largest sporting event.
Monster Media, a network operator and designer of award-winning digital out-of-home (DOOH) advertising solutions, has announced that it was selected by world-class brands to advertise their products during the London 2012 Olympics using its unique interactive advertising solutions. In order to reach Olympics spectators at different points throughout their visit to London, campaigns were launched across a variety of platforms in airports and at Olympic themed events. Monster Media designed and developed interactive advertising content for brands such as Westfield Stratford, Tesco and Sperry Top-Sider that went beyond traditional ads by engaging spectators through touch, photo capture and gesture-based interactivity.
Custom Photo Postcards from London 2012
To promote Westfield’s “Official Shopping Centres of London 2012” initiative, Monster Media created content for two kinds of ad units located within Westfield’s Global Marketing Suite. An interactive photo collage, on a 2×2 LCD Wall, allowed users to explore Westfield’s various international properties and global initiatives. A second Olympic themed execution ran on a Charging Station, equipped with a touch-enabled LCD screen and camera. Using the portrait-oriented display, users had their photo taken by an embedded camera and could create a custom virtual postcard featuring their image, home country’s flag and Westfield branding. They also had the option to enter their personal information on a digital keyboard to receive the postcard via email and post it to social media sites.
The U.K.’s First Interactive Virtual Supermarket
Monster Media also leveraged its partnership with airport media conglomerate EYE to run an innovative DOOH campaign at London’s Gatwick Airport. The influx of airport traffic for the Olympics set the perfect stage for supermarket giant Tesco’s launch of the “U.K.’s first interactive virtual supermarket.” EYE’s kiosks, or Eyelites, located throughout the airport allowed travelers to scroll through grocery products in a virtual refrigerator using touch interactivity.
The campaign prompted the download of Tesco’s virtual shopping app for smartphones and iPads, which features a barcode scanner that facilitates grocery selection and delivery arrangements while on the go. By scanning the barcodes for each product using the app, travelers could purchase groceries directly from the airport Eyelites and have their selections delivered to them upon return home from holiday.
A Game for Olympic Spectators
For shoe company Sperry Top-Sider, Monster Media created a digital beach ball game which ran on a 3×3 LCD wall set up near the Olympic sailing events. Using gesture-based infrared technology, players waved their arms to hit moving beach balls on the screens in order to keep them from hitting the virtual sand. Throughout the game, players also had the opportunity to touch floating instant win bubbles that appeared at random and included various prizes, which were then handed out by Sperry brand ambassadors.
“Using non-traditional DOOH networks, combined with interactive, dynamic content has been a great way to break through the advertising clutter that surrounds an event like the Olympics,” said John Payne, president of Monster Media. “These networks can now go beyond just presenting ads – the DOOH content can pull in viewers and engage them through longer periods of time.”
About Monster Media
Monster Media remains the innovator and leader in the out-of-home space, creating engaging campaigns that can be executed anywhere, at anytime. Their ability to deliver quality activations and customer service has allowed them to expand their presence across the globe with network opportunities including: storefront dominations, airports, shopping malls, cinemas, sport and entertainment venues and bespoke events.
Since its inception in 2004, Monster Media has executed thousands of interactive ads globally and is currently working with clients such as: Kraft, Stoli, HTC, Unilever, Warner Brothers, Marriott, Nokia, IBM, EA and Esteé Lauder to bring their messages to life. For more information on Monster Media, please go to: www.monstermedia.net.
Source: Monster Media
