Games developer Ubisoft has launched a dynamic digital out of home campaign to promote its new Xbox One fitness game “Shape Up”. The campaign, conceived by Ubisoft and Villain & Co, uses a mix of dynamic and linear content, and is running for 2 weeks from the 15th December on London bus and Underground sites.

Shape Up is the new fitness game coming for Xbox One and Kinect, and based on the idea that when you’re having fun, you get a better workout because you work harder. The game features fun and entertaining 90-second exercise challenges that use the motion tracking capabilities of the Kinect, and turn working out into a fun experience.

For the DOOH campaign, dynamic creative is appearing on one hundred bus stops around the Capital, and linear activity is running at twelve Tube stations on Exterion Media DEPs.

The dynamic component of the campaign is powered by OpenLoop, the dynamic digital out of home campaign management platform, and utilises Transport for London bus information data provided by Transport API to deliver content tailored to location and bus arrival times. Each Clear Channel Outdoor Adshel Live screen serves up two versions of creative. One execution uses bus arrival information to set a challenge for travellers. For example at a bus stop for the number 24 bus the execution might ask how many lunges they could accomplish before the next number 24 arrives. The challenge will always make a specific reference to a bus that stops at that stop.

The second version uses TFL data to identify the number of an approaching bus, and how many minutes away from the stop it is. OpenLoop then calculates how many calories would be burnt by the average person doing press-ups for that amount of time, before delivering the information as part of a real-time message, for example: “The 35 bus will arrive in around 10 minutes. Doing press ups for that long could burn up to 90 calories.”

Each message is accompanied by animated graphics based on the game artwork, retailer information, and the tagline, “Play hard. Get fit.”

The campaign has been conceived by Villain & Co, with digital production by Grand Visual, and dynamic content delivered by OpenLoop. Media for the campaign has been planned and booked by Maxus and Kinetic Active. Media owners are Clear Channel (bus stops), and ExterionMedia (DEPs). Bus data was provided by Transport API.

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.

Today, Bulmers, the cider brand, is launching an interactive Bus Shelter campaign to celebrate the launch of Bulmers No 17, the new crushed red berries flavour with a shot of lime. The activity forms part of their multimillion-pound ‘Experimenters Wanted’ campaign and will run on 11 Clear Channel and JCDecaux touch screen bus shelters across London, Brighton and Manchester.

The ‘Magnetic Fridge’ bus shelters, created by Exposure and produced by Grand Visual, begin by inviting consumers to get involved with creative experiments through devising phrases with the fridge magnets. Certain phrases unlock special animations and people can then share their experiments on Facebook.

Gareth Turner, senior brand manager, Bulmers, said:

“We are excited to be launching this innovative, interactive bus shelter campaign. We are aiming to create a fun, light-hearted campaign that brings to life the experimental spirit of Bulmers No 17 by enticing consumers to create and share fridge magnet musings.”

Dan Dawson, digital director, Grand Visual said:

“We know from our own research that fun interactive brand experiences can enhance an individual’s memory of an event and create a positive association with the brand. This campaign also integrates closely with Bulmers online activity by encouraging people to go online and share their results on Facebook.”

The interactive bus shelters were booked by Kinetic and follow a linear digital out of home campaign which ran across DEPs and Transvision screens earlier this month.The out of home push supports broader TV, press, experiential, mobile and social media activity, run until the end of the summer.

Grand Visual have produced a multi-network digital outdoor campaign for Bacardi Superior Rum spanning several different networks and locations. The campaign promotes Barcardi Superior Rum as a versatile drink ‘Made to Mix’.

This digital push is the largest campaign of its kind to run in the UK and represents a significant investment in the medium by a leading drinks brand. The campaign is set to roll out on 18 June and will air on CBS Outdoor DEP; LCD networks, JCDecaux and Clear Channel bus shelters, Forrest Media and Ocean Outdoor city screens and in-bar networks Brightspace and Magnetic.

Working with RKCR/Y&R, Grand Visual successfully delivered 150 individual pieces of copy to the networks. The executions were built using elements from the ‘Made to Mix’ TV and outdoor poster campaigns and complements the nationwide TV, print, online and static outdoor activity.

The roadside element of the campaign shows a splash of Bacardi fusing with a new flavour mid air and gradually changing colour as the suspended liquid spins and takes on each new flavour. As the marriage of flavours concludes the newly mixed drink re-enters the bottle finishing with a pack shot. These executions run across screens in portrait and landscape format at key city centre locations, and also on bus shelter screens across the UK.

For London Underground’s digital escalator panels, Grand Visual developed a 10 second, five panel execution featuring the fusion of flavours splashing across several screens and cascading towards the commuters travelling on the escalator. For in-bar network Magnetic the creative includes a blue tooth element allowing consumers to interact with the brand in a relaxed environment where dwell times are longer.

The result is a highly tailored campaign taking into account the variations between networks which include location, dwell times, and the mind frame of consumers as well as the technical differences in format, aspect ratio and screen resolution.