Polydor Records promoted Cheryl Cole's new album, ‘A Million Lights,’ with a media first campaign at Meadowhall Shopping Centre. The campaign allowed visitors to replicate the moves of Cheryl, in a unique new movement-based dance game delivered through Clear Channel interactive digital 6 Sheets. The campaign was devised and co-ordinated by TED@MediaCom – the entertainment division of the UK’s leading media agency, working in partnership with Clear Channel UK and Screen Reach, creators of the interactive Screach app.
Fans were able to dance along with the video, by activating the screens and downloading an interactive Screach app onto their smartphone. Once downloaded the app registered all movements against Cheryl’s moves in the video, awarding points to fans according to how closely they matched Cheryl. Points could then be shared through Facebook and compared to friends’ performances. Up to four participants could play the game at any one time, meaning friends competed against each other in real time. The campaign was in place over six weeks, with fans competing for the prize of a chance to win tickets to see Cheryl Cole in concert.