Augmented Reality Extending the Potential of Out-of-Home

In anticipation of the August 19 release of Nine Lives in cinemas and encourage consumer engagement, Posterscope, Exterion Media and MKTG executed a consumer experience that included a competition to win Nine Lives soft-toys, further promoting the film release.
The activation took place in a Pokémon Go hot-spot and Pokémon hunters arrived in multitudes, looking for their latest catch.
Once arriving at the activation site, with Nine Lives branded Mr. Fuzzypants soft toys, movie popcorn and eye-catching OOH creative, participants were welcomed by brand ambassadors.
When they caught their Pokémon, consumers could enter the competition by capturing a photo of their Pokémon with the OOH creative in the background and uploading their photo to Twitter with the hashtag #GOTTACATCHTHECAT
Over 3,000 consumers took part in the activity, with 100 people entering the competition, in an experience that was a fun day out for the whole family.
The determination to catch Pokémon was high, with some participants spending up to half an hour battling Pokémon in the square to win the prize!
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Michael Scammell, Deputy Head of Marketing, Lionsgate UK “The Pokémon Go craze has continued to grow and grow, so with this partnership we wanted to stretch the boundaries to explore what this could mean for our OOH and tactical experiential activity promoting our upcoming release of Nine Lives.
“Combining the popular Pokémon game and the charming “Mr Fuzzypants” from Nine Lives provided a stand-out interactive experience for our consumers that allowed us to engage with them on a different level.”
Jason Cotterrell, Managing Director of Exterion Media UK “It’s fantastic to see Lionsgate linking our premium large-format screen at Westfield Stratford to the experiential space underneath – shoppers in an active mind-set weren’t able to miss this brilliant campaign, and they also had the opportunity to catch a Pokémon too!”
Glen Wilson, Managing Director, Posterscope UK “This campaign takes location based marketing to a new level, leveraging the power of location and consumer trends, we have combined DOOH, experiential and the latest consumer mobile behaviour to make for a reactive element to this cinema release campaign.
“We don’t know how long Pokémon Go will remain a popular hit but we knew this weekend was the one to leverage its novelty in the UK. Combining the popularity of this new location-based craze with the reactive capabilities of DOOH, we customised our OOH space – branding the experiential space and adapting the screen copy to incorporate Pokémon-esque language.”