Pharrell Williams’ new album Girl was promoted through a giant display at Westfield, Stratford City last weekend, with those nearby the Girl sign encouraged to interact with the album through push messaging.
Shoppers who connected to Girl following the message were rewarded with the ability to watch the Marilyn Monroe music video and listen to the song for free, with the additional option to purchase the tracks.
The collaboration between Curb Media, Manning Gottlieb OMD and Talon used local Wi-Fi content broadcast and e-commerce technology to connect with nearby shoppers.
Ravi Ruparel, partner and COO of Curb Media said: "We worked with a leading electronics innovator to invent a product that was missing in the market – as with our recent development of the TV bus, Curb is dedicated to inventing and working with all parties to create great moments. It is great to see our research and development be put to use for the first time and by such an amazing artist."
People that entered the letter ‘I’ in Girl were rewarded with hearing samples from the album as they stepped inside, facilitated by motion controlled sound technology and directional speakers.
Ben Mellor, senior communications planner at Manning Gottlieb OMD added: “We knew that using traditional advertising would not be enough to grab the attention of our young female audience. The installation at Westfield Stratford over the Bank Holiday weekend, allowed us to provide them with an intimate experience with Pharrell Williams’ new music while they were out shopping. It also used innovative technology to reach them in a unique way to surprise and delight out target audience, and we are thrilled with how it finally looked.”
Over the weekend, over 1,000 people entered the letter I to enjoy listening to tracks from the album.