Entertainment One ran an interactive Mother’s Day campaign at Glow Bluewater on Ram Vision’s iconic screen over the weekend, encouraging passers-by to tweet messages to #BreakingDawnMum to see them on screen.
Created by film marketing company GV Film and moderated by digital production specialists Grand Visual, the Twitter wall scrolled through the latest tweets and announced the arrival of The Twilight Saga: Breaking Dawn – Part 1 on DVD and Blu-ray.
Tim Last, digital producer at Grand Visual, said: “Real-time digital out of home executions are a great way of getting the public to actively participate in the campaign. Through our OpenLoop platform the twitter stream could be moderated and published live, keeping content timely and fresh and allowing users to make their mum’s feel special on Mother’s Day.”
Media owner Ram Vision worked closely with Grand Visual, Posterscope and scheduling partner Broadsign to ensure that the takeover campaign ran smoothly.
Savvas Tombouloglou, creative director at Ram Vision, said: “This is the first time that our iconic screen at Glow Bluewater has been used as an interactive platform so it was great to see the 21 square metre LED screen being brought to life in such a dynamic way, with the experiential activity really helping to bring the content to life.”
Matt Brightwell, head of sales and marketing at Entertainment One, added: “We really wanted to create a good fun campaign that engaged families as they went about their weekend. Using a giant Tweet screen to broadcast Mother’s Day messages is a great way to captivate shoppers by allowing them to broadcast their declarations of gratitude and love instantly.”