1. Brief

To promote “Midnight Memories”, the third album from One Direction, Sony Music wanted to create an interactive & engaging experience for fans.

2. Response

In a media first, the campaign took ten traditional roadside posters and retro-fitted them with Wireless technology to provide access to exclusive mobile content for thousands of fans around the capital.
Fans were able to customise their own album artwork, listen to the album sampler, find their nearest stockist and enter a competition by leaving a message for the band.
Winners were ‘followed’ back by the band and offered tickets to the London leg of the world tour.

3. Results

The concept digitised an otherwise static roadside format and offered fans of the band One Direction personalized, geo specific exclusive content.

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