Strongbow Cloudy Apple Cider engages using OOH and experiential

The launch of Heineken’s new Strongbow cloudy cider, the biggest alcohol launch in 2015, is being supported by a national campaign on OOH, TV, mobile and social media.
As part of the widespread OOH activity, which also includes a Cromwell Road special build and banners as well as traditional formats, there is experiential activity – involving a modern take on the classic fairground ‘buzzer’ game.
A bespoke interactive Strongbow Archer’s lightning bolt will tour around the UK giving participants the opportunity to play the game of guiding a ring down the lightning without touching it to complete the challenge in the quickest time possible. The game play will be connected to existing Digital OOH and bought in screens, and as the player progresses, motions sensors on the lightning bolt trigger relevant content on screen. Tying in with campaign creative we use sound and dynamic content to create the effect of a storm building on screen. As the player reaches the end of the game a crack of lighting shoots across the screen, igniting a glass of the new Strongbow Cloudy Apple cider with life.
A site specific and regional leader board element will also feature, based on time taken to complete the game. Participants will be able to access this remotely via a microsite which can link to social channels.
This campaign, which connects the digital world with real life physical experiences,  not only captures the imagination of consumers, whilst bringing to life the creative concept but it also uses the strengths of OOH to amplify experiences to the mass public.
The campaign was created by psLIVE, Posterscope and SMG.
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