Fans able to ‘dance’ with Cheryl Cole in TED@MediaCom’s campaign for Universal

Visitors to Meadowhall Shopping Centre are able to dance to Cheryl Cole song Call My Name in a new movement-based dance game created by TED@MediaCom and delivered through a Clear Channel digital six sheet.

Working with Screen Reach, creators of the interactive Screach app, TED@MediaCom’s campaign will allow visitors to the shopping centre who download the interactive Screach app onto their smartphone to activate the screens.

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, with up to four able to play the game at the same time, and the ability to post scores on Facebook.

John Beardsworth, associate director at TED@MediaCom, said: "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."

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.