Interactive DOOH for LEGO® DIMENSIONS™ November 21, 2016 | Interactive

To celebrate the arrival of new characters, bigger stories and better battles, Warner Bros. Interactive Entertainment is launching a unique interactive DOOH campaign for action-adventure video game: LEGO® DIMENSIONS™. The month-long campaign domination runs on Primesight touch-enabled D6 screens, targeting families in cinema foyers across the UK from Friday 18th November through to 15th December 2016.

The attractor screen features a mash-up of fast-paced action from the Dimensions range showcasing popular characters such as Harry Potter, Ghostbusters, and Sonic, as they traverse through different worlds.

The call to action invites passers-by to “touch to explore” and launches a virtual catalogue which users can navigate to explore movie based characters, 80’s favourites, or new arrivals, with the option of sharing their selected product by entering their email.

Grand Visual produced, animated and built the bespoke interactive campaign which runs in cinemas nationwide. DOOH media was planned and booked by Kinetic and Primesight, and supports a broader campaign running across Outdoor, TV, print and digital.

Dan Dawson, Chief Creative Technology Officer at Grand Visual, commented:

“Digital Out of Home has come a long way in recent years. Now it can deliver personal and engaging experiences at a broadcast level. It’s a great way to foster a deeper level of engagement and deliver a more memorable campaign, one which allows the user to navigate and explore the products and characters that they are specifically interested in.”

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