Now TV launches interactive game in cinemas using Digital OOH

Rapport worked with MediaCom in order to facilitate the establishment of a new interactive Out-of-Home campaign for Now TV which has just been implemented in cinemas across the UK.

The Now TV OOH campaign not only makes good use of Primesight’s digital six-sheet screens in the top ten most popular cinemas across the UK, it also runs on traditional sites in 304 other cinemas nationwide. The touch-enabled digital screens allow interaction with users passing by the screens through an interactive game of ‘whack-a-mole’. In order to play, members of the public must tap the characters of family movies that appear on the display in order to put them back into their box. The more characters users put back in their box, the higher score they achieve.

Helping Now TV engage with families

The “Back In Your Box” game, which was created by London marketing and advertising agency WCRS, will appear in cinema lobbies every weekend throughout August, engaging with movie-going audiences and encouraging their interaction with the screens and the Now TV brand. The campaign takes full advantage of the interactivity on offer from digital OOH advertising screens, and Joshua Brooks, media manager at MediaCom, said that the use of digital technology alongside “the core paper and paste element of the campaign” allows the Now TV brand to stand out and engage with families.

The interactive element of the OOH package has also excited Jana Wheeler, the brand marketing controller of Now TV, who appreciated the way WCRS has taken full advantage of digital technology in order to create a game that uses interactivity to bring families together in a fun and relaxing environment.

The running of this campaign gives Now TV the chance to present itself as a company that is able to provide enjoyment and interaction for the entire family, while encouraging users to switch to Now TV and its services to gain access to a fantastic range of family movies available this summer. We were delighted to be involved in the creation of such an engaging campaign that uses Out-of-Home advertising, and especially Digital OOH, in a creative manner to produce a remarkable reaction in audiences and positive results for the brand itself.

At Rapport, our brand promise is about rewarding connections and building successful and collaborative relationships with our clients, and we pride ourselves on understanding the connection between brands and consumer behaviour to create effective campaigns targeting the right audience. We’re happy to consider the “Back In Your Box” campaign for Now TV as another successful connection for our creative team.

To find out how we can help you with your own Out-of-Home advertising campaign, feel free to contact us!

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