A crowdsourced marathon between interactive screens, which timed runners and shared their congratulatory selfies has been named as the winner of Mediaco’s ‘Campaign CityLive Challenge’.
Team Sandoz worked in partnership with Macmillan Cancer Support to get local people doing something positive for the charity. The innovative OOH campaign was based around a crowd-sourced running event between two CityLive units, using a networked solution through the cloud to link the screens together. Facial detection software was used to recognise runners and touchscreen activated software timed their runs. Runners could interact with the event by uploading photographs of themselves using CityLive’s inbuilt cameras to share on social media and encourage donations to the charity.
Team Sandoz’s high-energy campaign was announced as the winner by a judging panel of leading sector experts, having edged it over an emotive film for the Booth Centre, in which homeless people emerged from the darkness to tell their stories. As winners, Team Sandoz and their client Macmillan Cancer Support will receive £50,000 in media space on MediaCo Outdoor’s CityLive touchscreen network across Manchester.