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Posterscope Outdoor Campaign for DOOM Targets Gamers via Twitter

A highly sophisticated outdoor advertising campaign for new video game DOOM is using multiple data sources, including Twitter, to target gaming audiences. Posterscope and Target Media’s campaign for the game – a reboot of the popular 90s first person shooter franchise – identifies relevant Twitter conversations, retail history and out-of-home (OOH) planning data via ROUTE to identify the hotspots in which ads will best reach the target audience of gamers.
The multiple data sources used to plan the campaign are:

  • ROUTE: Using the OOH data available through ROUTE in conjunction with Posterscope’s proprietary app Planner, Posterscope is identifying the areas most likely to reach the broad target audience of males aged 18-34
  • RETAIL: Working with CACI, Posterscope is planning the campaign based on retail data, mapping posters against relevant data along with information on individuals who have purchased a video game at some point within the past 12 months
  • TWITTER: Posterscope and its partner Locomizer are listening to conversations on Twitter that are relevant to a gaming audience, and mapping these across its OOH network to identify hotspots and plan the best places for posters to reach this audience
  • FOLLOWERS: Posterscope and Locomizer are also mapping the campaign posters by identifying Twitter users who follow accounts relevant to the target audience, including @TheLadBible, @Unilad, @IGN and @GamesRadar

 
The OOH campaign itself is being amplified with geo-targeted mobile display ads via Posterscope’s partnership with xAd to deliver dynamic content such as a game trailer to target gamers’ mobile devices. These trailers drive footfall to nearby stores, and encourage recipients to share the trailers via social media.
The trailer being served to mobile audiences alongside the OOH campaign is embeddable and available here:
[youtube width=”300px” height=”200px”]KSZ4tSoumNk[/youtube]
Daniel Carey, business director at Posterscope, ““The campaign for this iconic, cult-classic game continues to push the boundaries of what is possible in the OOH space. By putting social, mobile, behavioural and transactional data at its core, and by using some of the most advanced tools available for OOH planning, this campaign for DOOM will reach key audiences in relevant locations and at relevant times to directly influence purchase, awareness and social conversations”.
doom_bus
DOOM is available on PS4, Xbox One and PC from 13th May 2016.

Giant Monopoly Board Lands in Trafalgar Square

To celebrate the London Games Festival, a 15m²Monopoly board installation, called ‘Monopoly at the Square’ turned up in Trafalgar Square during the weekend (2nd/3rd April).
The board had all of the usual Monopoly components, with dice and playing pieces, however the giant board showcased a chronological history of video games in the UK. Highlights included the home computer boom in the 1980’s and the rise of virtual reality in the 2010’s.
Members of the public were invited to complete a round of the board to learn more about key figures and dates in the gaming industry.
Michael French, director, London Games Festival said: “The idea behind the giant Monopoly board in Trafalgar Square was to recreate a game that everybody relates to and loves in one of the most iconic areas of London, highlighting the launch of London Games Festival in the most visual fun and interactive way.
“The game board was updated to represent and celebrate the history of the British video games industry. People of all ages came along to enjoy a beautiful spring day in the capital and have a bit of fun and pose for photos on the board.”
The London Games Festival is taking place from 1-10 April, and is to include a total of 15 events.
Via: Pr Examples 

Brilliant ‘Real Life HITMAN’ Campaign Unveiled

The production team behind Real Life First Person Shooter (Chatroulette Version), Realm Pictures, were contacted by IO-Interactive and asked if they would like to make a real-life version of HITMAN, to promote the newest installment in the Agent 47 video game series.
As mentioned on Kotaku, the main character ‘could steal clothes, move objects and attack people inside, depending on the orders given by the participants, who were following the character’s movements remotely’.
video below:
[youtube width=”300px” height=”200px”]4KXJM_KJDc8[/youtube]
Via: PR Examples 

Smart Car's Test Drive That Checks Your Honesty

Car maker Smart is going big on transparency in its new campaign for the fortwo cabrio.
The auto firm invited to public to participate in a lie-detector drive, which it branded the world’s most open test drive.
As part of a campaign devised by BBDO Germany, the test drive immediately ends if the machine detects a lie.
Questions are asked by a second passenger, promoting the ‘radically open’ city car.
Video below:
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Via: The Drum 

Xbox "Rise of the Tomb Raider: survival billboard"

To celebrate the launch of Tomb Raider Posterscope, in collaboration with the creative agency M:United and PR agency Edelman, did something quite crazy.
A few weeks ago we ran ads containing purely Terms & (Horrible) Conditions on Outdoor (in gyms and student unions) and digital billboards. These directed people through to the Survival Billboard website where people were able to solve a tricky capture puzzle and provide reasons why they deserve to face the Billboard.
We had towards 2,000 applicants, which were then narrowed down to 8 specially chosen people with varying characteristics.
From 1pm on the 12th November, we put 8 contestants up there and we started to fire varying degrees of wind, rain, snow and heat at them for up to 24hours which was controlled by the public through a voting system. What’s more this it was all live streamed to the internet on www.survivalbillboard.com , it was also streamed to the Birmingham Eyes, Manchester Printworks digital OOH screens.

Bethesda uses social behaviour to optimise Fallout 4 game OOH campaign

Posterscope and Target Media, working with Locomizer and Clear Channel UK, have developed a pioneering Out of Home (OOH) advertising campaign for Bethesda’s Fallout 4 game release, using social tracking on Twitter to influence the distribution of their OOH communications.
The campaign, which is the first of its kind for a gaming client in the UK, sees Posterscope integrate Planner – its audience optimisation tool – with Locomizer’s audience discovery engine, to deliver hyper-targeted advertising.  The discovery engine uses geo-behavioural user-interest profiling technology to understand where and how audiences interact in the social space, highlighting key hotspots around the UK where consumers are engaging in relevant conversations for Bethesda’s gaming audience whilst out of home.
Using this social geo-behavioural data, Posterscope has been able to work closely with Clear Channel UK to optimise the distribution of the broadcast element of their campaign, overlaying Locomizer’s social hot spots with OOH sites through Planner. This unique approach of micro-targeting the gaming audience will ensure that, in addition to the awareness and standout that a multi format and multi environment campaign will deliver, opportunities to achieve engagement out of home and drive further consideration in social media are increased.
Dan Carey, business director at Posterscope, said: “This is a fantastic evolution of data-driven behavioural targeting, and we are excited to be putting it into action for Bethesda. The Locomizer platform offers a unique opportunity to target consumers out of home which, by giving us an understanding of social behaviour, will give brands the potential to influence consumer’s actions in both the physical and online space”.
Tom Wallace, AD from Target Media, said: “We are delighted to be collaborating with Posterscope and Clear Channel on such an innovative campaign. Posterscope’s data will enable us to gain increased cut-through and interaction for Bethesda within our key target audience. This is especially important during the pre-Christmas period within the gaming sector, where a number of other competitors are also active in the OOH space.”
Alexei Poliakov from Locomizer said: “We are very proud to be working with Posterscope and Bethesda to deliver this UK-first campaign.

Catch Pokémon in the Real World…

Nintendo is working with a team of former Google developers on a new location-based Pokémon game for smartphones.
The game will involve going to real world locations while playing on your phone in order to catch Pokémon monsters.
Pokémon Go will be released in 2016 for iOS and Android, developed in partnership with The Pokémon Company and Niantic, which as a Google subsidiary made the location-based game Ingress.
The game will include in-app purchases, which given Pokémon’s status as a popular children’s game – although it has many adult fans too – could prove controversial.
Nintendo is hoping that the involvement of the Pokémon series’ game director Junichi Masuda will assuage any concern among fans. There is already a freemium Pokémon game available for mobile devices:
The new game marks Nintendo’s second mobile games partnership, following a deal struck with fellow Japanese company DeNA in May to make a series of games based on its characters and brands.
Nintendo had previously resisted calls to make some of its games – whether old or new titles – available on smartphones and tablets, rather than purely on its own consoles and handheld gaming devices.
There’ll be a device for Pokémon Go, though. Nintendo is making a gadget called the Pokémon Go Plus that will connect to players’ smartphones using Bluetooth, vibrating and flashing when a Pokémon is (virtually) nearby, so they can press a button to attempt to catch it.
The partnership is a big deal for Niantic, which spun out of Google in August as an independent company. Science-fiction game Ingress has been downloaded by 12 million people on Android and iOS so far.
“Our partnership with The Pokémon Company and Nintendo is an exciting step forward in real-world gaming and using technology to help players discover the world and people around them,” said the company’s chief executive John Hanke.
Video below:
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Via: The Guardian 

Dicos World Cup Fireball

The ‘two-cities, two-screens’ campaign was a real-time interactive game involving customers from Chengdu and Fuzhou who could play against each other as goal keepers and strikers. After the game, participants in the two cities had the chance to take pictures together. They could then receive the picture through the Dicos’ official Wechat account and share it on Wechat Moment.
1,073 people took part in total, with 22 Weibo posts in 6 months, generating interaction with 5000 users, and reaching 730,000 people.

Fairy Launches World’s Largest Cake Sculpture Record Attempt for Charity

Fairy broke the GUINNESS WORLD RECORDS title for the largest cake sculpture to raise funds for its long-term charity partner Make-A-Wish at Westfield London from Friday, November 28 to Sunday November 30 2014. TV favourite Amanda Holden revealed the launch.
Supporting Fairy’s epic challenge was an interactive game and out of home campaign planned by Starcom MediaVest and created by Grey London. The campaign, exclusive to Westfield London on Ocean’s Eat Street @ Westfield London, invited people to help Fairy in its gigantic clean up challenge.
Players outside Westfield London were invited to compete against each other to locate golden coins hidden amongst a series of dirty plates that they needed to wipe clean. Up to three individuals could play against each other using iPads connected to the full motion digital screen.
The total amount raised for Make-A-Wish was recorded by a giant totaliser featured on the digital screen at the main entrance to Westfield London, which broadcasted individual messages of congratulations to the winning players, asked shoppers to text a number to donate £3, and invited everyone to head into the shopping centre for a real slice of the action.
Fairy’s campaign also featured across nine other Ocean screens across London, Birmingham, Manchester and Bristol.
Via: Ocean Outdoor