For the hotly anticipated film release The Twilight Saga: Breaking Dawn – Part 2, Entertainment One took the official film poster starring Kristen Stewart, Robert Pattinson and Daniel Lautner and transformed it into an interactive mosaic starring hundreds of film fans. The campaign ran as a domination on Ocean Outdoor’s Eat Street screen at Westfield London where it entertained shoppers over the weekend prior to the film launch on 16th November, 2012.
Created and produced by Grand Visual using mosaic software from Shoothill, the interactive billboard encourages fans to become part of the poster by sending in their pictures via MMS or email. A team of photographers will also be present at Westfield London to snap passers-by who want to star on the big screen.
The photo feeds will be delivered to the screen within minutes via OpenLoop, Grand Visual’s campaign management dashboard for dynamic OOH campaigns. Each time a picture is delivered on-screen an animation is triggered and the participant will see their photo dropped into place in the Mosaic of the official poster creative. Participants also received a text or email back with a link to their photo in the online mosaic.
The digital billboard mosaic execution is looped with the official film trailer and is supported by a broader digital out of home campaign running across the UK and Ireland which was planned and booked by ZenithOptimedia and produced by Grand Visual.