Today, Gold, part of UKTV’s network of award-winning channels, is launching its biggest integrated campaign for 2013 with a three-day activation at Westfield Stratford, created by Initials Marketing with interactive production by Grand Visual.
The ‘Ave A Giraffe’ push, based on cockney rhyming slang ‘have a laugh’, targets 35-54 BC1C2 viewers in the UK with the aim of increasing engagement with the channel, making it a destination channel to watch with the whole family.
The activity, which kicks off this Friday (27th), includes a fixture in the form of a bathroom complete with sink and toilet pods as well as a large 103” plasma screen featuring an animated giraffe sat in a bath full of bubbles. Brand ambassadors, dressed in Gold branded giraffe onesies, will encourage shoppers to take part in a competitive game of ‘Ave A Giraffe in the Bath’ for the chance to win a 42” smart LED TV and home cinema system.
To take part, consumers must submit their name and email address via a Nexus 7 tablet positioned at the sink pod. To play, they must sit on toilet pods using a tablet embedded in a newspaper. Players must compete in pairs, selecting their tool of choice from a toothbrush, loofah or soap bar, and using it to burst as many bubbles as they can in 60 seconds. As the bubbles are popped, the giraffe reacts in a humourous way. Games are streamed on the big screen, controlled from the iPad.
On completing the game, consumers receive an email encouraging them to share their experience and score via their Facebook page or on Twitter. Every consumer that plays the game will receive a Gold branded rubber giraffe duck to serve as a continued reminder of the brand when the consumer returns home. The player with the highest score from each day will win the top prize.
The creative technology solution uses Grand Visual’s Agent system, a platform developed to allow interaction between a tablet (and mobile) device and digital out of home screens.