Premier Foods has launched an interactive and socially enabled Digital Out of Home campaign to promote its new Cadbury Mini Rolls ice cream flavours: Raspberry Ripple, Toffee Ripple and Mint Choc. The campaign aims to catch the attention of families whilst out shopping over the summer and entice them to try the Mini Rolls frozen.
Digital 6 sheets prompt passers-by to “touch to freeze yourself” and become a part of the campaign. Participants use the touch-screen to take their picture and then see their image ‘freeze’ before them. They can then choose to project their image onto huge JCDecaux M-Vision screens throughout the mall, as well as receiving an email of their image for sharing online.
The campaign was created by Starcom and produced and built by Grand Visual. The creative technology solution uses the OpenLoop dashboard to moderate and distribute user photos in a mall specific geo-targeted response. The campaign runs for 4 weeks on JCDecaux mall screens at The Oracle Shopping Centre, Reading, Trinity Leeds, Bluewater, Bullring Birmingham, intu Lakeside and Centre Milton Keynes. It is also be supported by supermarket Point of Sale activity and promotions.