Body scanning used with Clear Channel's outdoor campaign to promote The Hunger Games
An digital out-of-home campaign to promote the new IE Hunger Games companion site has been rolled out through Clear Channel, featuring body scanning technology. The campaign, from Microsoft, will aim to drive people to the Internet Explorer companion site, The Capitol Tour, for the Hungers Games film, created in partnership with distributor Lionsgate. The campaign will run through Clear Channel 6 sheer posters across London until 24 April and utilised interactive technology, including gender recognition, proximity sensing, facial tracking, augmented reality and, for the first time in the UK commercially, according to the company, gesture control. The technology was designed in partnership with 3D Exposure. The creative execution aims to bring to life the fiction world of Panem, and through a full body scan, including a photograph, will see ID cards generated for users. This will allow them access to surveillance of various aspects of Panem, videos from the film and pictures or its cast. Derek Manns, head of create at Clear Channel said: “This is ground breaking technology and great to see Microsoft buck the trend in the UK. The campaign embraces state of the art consumer interaction using Clear Channel’s interactive solution (iD6). We were delighted to work on such an innovative project.” Gabby Hegerty, UK Lead, Internet Explorer, also commented; “The Capitol Tour brings The Hunger Games story to life within the IE browser in a visually stunning, interactive and technically creative way. So it makes sense for us to support this launch with an equally creative and technically impressive digital out of home campaign. “We continue to see solid and continued market share growth for Internet Explorer on Windows 7 and this campaign, along with the broader marketing strategy and above-the-line TV executions, will really help to ensure that our target audience is able to see the browser’s ability to deliver a more beautiful web experience,” she added. Media planning and buying was overseen by UM, while VCCP was the creative agency.