Foster’s has unveiled the first ever DOOH campaign that allows people to create and submit content for Facebook, directly from the poster. Created by adam&eve, the campaign for Foster’s Gold invites people to dress up in a “smart/casual” outfit selected from a digital wardrobe and then share the resulting ensemble online with friends.
The screen takes a photo of the participant’s face and allows the user to swap between different trousers, tops and accessories in a mixture of smart and casual styles. Once the user has selected their preferred outfit, a picture is taken of them in the overall “look” with Foster’s characters Brad and Dan positioned approvingly alongside. All pictures are then uploaded to the Facebook wall where participants can tag themselves and share with friends.
The digital out of home activity will run on JCDecaux digital bus shelters across the UK. Grand Visual provided artworking, programming development and technology specification, and the media was planned by MediaVest and bought through Kinetic.