From today, visitors to Meadowhall Shopping Centre will be able to replicate the moves of UK sweetheart, Cheryl Cole, in a unique new movement-based dance game delivered through a Clear Channel digital six sheet.
As a media first and as part of Polydor Record’s promotion of her new album – ‘A Million Lights,’ 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, the leaders in outdoor advertising, and Screen Reach, creators of the interactive Screach app, TED@MediaCom’s campaign for Universal will see and hear the first single from Cheryl’s new album – ‘Call My Name,’ played on interactive screens within shopping malls, starting with Meadowhall.
To dance along with the video, fans can activate the screens by downloading the interactive Screach app onto their smart-phone.
Once downloaded the app registers all movements against Cheryl’s moves in the video, awarding points to fans according to how closely they match Cheryl. These points can then be shared through Facebook and compared to friends’ performances.
Up to four players can play the game at any one time, meaning friends can compete against each other in real time. Additionally, as the scores are published to Facebook, fans can use their score to invite friends to join them at the shopping centre to compete in the game.
The initiative will be in place for the next six weeks and fans will compete for the prize of a chance to win tickets to see Cheryl Cole in concert.
Matthew Dearden, CEO of Clear Channel UK, said: “We are delighted to partner with TED@MediaCom and Screen Reach to deliver this exciting interactive campaign. Clear Channel prides itself on pushing the boundaries of out-of-home advertising, bringing tailored innovation to deliver results for our clients: this activity is further demonstration of our commitment to that. Shoppers at Meadowhall will have the chance to engage with unique content that showcases the power of combining outdoor with mobile.”
John Beardsworth, Associate Director, TED@MediaCom comments: "With any Universal Music campaign our challenge is to use the content available to us to activate the most important asset, the fans. Cheryl is a great case in point, with nearly 5m Facebook friends and 2.5m Twitter followers we have an army of devoted fans ready to get involved. Through Clear Channel’s digital six sheet unit and Screen Reach‘s app, we are able to deliver a totally interactive experience where fans engage with the campaigns key asset, Cheryl’s new video."
Paul Rawlings, CEO and co-Founder, Screach adds “Mediacom and Universal are really using Screach to deliver something truly innovative to consumers. By converging Digital Signage, Mobile and Location, whilst using our motion control and multiplayer functionality to create engagement, they are really going that extra mile to capture the imagination of consumers.”
About Clear Channel UK
Clear Channel UK enables brands to meet and engage with people when they're out and about. Our expertise, gained over 40 years, means we understand how to showcase powerful and effective campaigns through our investment in the highest quality sites, new technologies and the latest planning tools. Our partnerships with advertisers, agencies, local authorities, major multiples, shopping malls and major landlords have created a national network of 60,000 sites that reaches people in the public social space, drives footfall and generates word of mouth.
MediaCom is one of the world’s largest Media Communication Specialists, with billings exceeding US $25 billion (Source: RECMA) and 113 offices in 89 countries around the globe. Our “People first, better results” philosophy drives our strategy and reflects our belief that putting people – employees, clients and consumers – at the core of our business leads to optimum business results. The MediaCom family of companies includes such leaders in their fields as: MediaCom Interaction, our global digital and interactive marketing agency, with future-forward proprietary technology that works to grow clients’ businesses; MediaCom Direct, our direct response experts, creating close, measured connections with consumers; MediaCom Beyond Advertising, content specialists, helping to reach consumers with communications they welcome and value; MediaCom Sport, a specialist sports sponsorship and strategy team focused on helping clients to skilfully position and market their brand at a global level within the sporting arena; and MediaCom Business Science, focused on helping clients achieve maximum sales return. MediaCom Worldwide is a member of WPP, the world's largest marketing communications services group, and is a part of GroupM, WPP’s consolidated media investment management arm. For more information, visit www.mediacom.com.
GroupM is the world’s leading global media investment management operation. It serves as the parent company to WPP media agencies including Maxus, MEC, MediaCom, and Mindshare. Our primary purpose is to maximize the performance of WPP’s media communications agencies on behalf of our clients, our shareholders and our people by operating as a parent and collaborator in performance-enhancing activities such as trading, content creation, sports, digital, finance, proprietary tool development and other business-critical capabilities. The agencies that comprise GroupM are all global operations in their own right with leading market positions. The focus of GroupM is the intelligent application of physical and intellectual scale to benefit trading, innovation, and new communication services, to bring competitive advantage to our clients and our companies.
WPP is the world’s largest communications services group with billings of $66 billion and revenues of approximately $15 billion. Through its operating companies, the Group provides a comprehensive range of advertising and marketing services including advertising; media investment management; consumer insight; public relations and public affairs; branding and identity; healthcare communications; direct, digital, promotion and relationship marketing and specialist communications. The company employs over 153,000 people (including associates) in 2,400 offices in 107 countries. For more information, visit www.wpp.com.
* By revenue
Aug 06, 2012