Colgate Extends UGC Facebook Campaign Onto Digital Billboards
02/07/2011
Last week Colgate-Palmolive kicked off a dynamic digital outdoor campaign to promote their ‘Keep Britain Smiling’ campaign. The campaign integrated UGC content from Colgate’s Facebook page where people were asked to ‘share a smile for charity’ and then the photos featured on large format digital billboards across the UK in support of children’s charity Barnardo’s.
Created by VML London and produced by Grand Visual, the campaign used Grand Visual’s OpenLoop platform to randomly select photos of smiling Facebook users to stream them directly to the digital billboard creative. The campaign aims to collect one million “smiles” this summer, and has pledged to donate £100,000 to children’s charity Barnardo’s when that target has been reached.
On Colgate’s Facebook page every photograph of a smile, wall comment and ‘like’ is worth a number of additional smiles which are registered on Colgate’s smile-o-meter and help Colgate to reach its target to then make the £100,000 donation to Barnardo’s.
This weekend an experiential campaign ran alongside the DOOH activity at London’s Westfield Shopping Centre. Managed by Blazinstar, the experiential activity was staged around Ocean Outdoor’s large format digital billboard on Eat Street, the team handed out free samples and also took pictures of shoppers who wanted to ‘share a smile for charity’ and be featured on the billboard itself. Photos were uploaded via Grand Visual’s Open Loop platform and streamed to the billboard instantly. The opportunity to feature in a large billboard advert proved to be extremely popular amongst shoppers and created a real buzz around the digital site.
The broader digital out of home activity screened across Ocean Outdoor’s large format digital billboards at Westfield London, the Birmingham Bullring and the Liverpool Media Wall, as well as on JCDecaux’s Transvison network and CBS Outdoor’s XTP screens on the London Underground.
