Swiftcover races to Westfield's digital screen
Swiftcover.com is offering visitors to Westfield London in White City the chance to compete in an interactive, motion-controlled race on Ocean Outdoor's large format digital screen, from tomorrow.
As part of an interactive campaign, booked through Spark, drivers will be able to race against each other using their smartphone and the Screach app from interactive technology start-up Screenreach.
Players can choose from a range of car models and colours to create a vehicle which can be raced along a simulation of America's Route 66 and collect Swiftcover.com tokens along the way.
To play, gamers must download the Screach app and enter the "60" code onto the keypad. Players can then use their handset to steer the car on the big screen.
Gamers who connect to the app through Facebook will have their profile image projected onto the digital screen and will also be able to post news from the game onto their page.
Amanda Edwards, senior marketing manager at swiftcover.com, said: "Once again, Swiftcover breaks with traditional forms of insurance advertising.
"This campaign allows us to interact nicely with our target audience, albeit in a very different environment and using a game format which absolutely resonates with the sentiments of the Get a Life campaign."
Ocean Outdoor won the £70m 10-year contract for outdoor advertising outside the Westfield shopping centre in London's White City after a competitive pitch ahead of the centre’s launch in October 2008.
Tim Bleakley, chief executive of Ocean Outdoor, said: "This imaginative and highly relevant outdoor campaign shows how well digital out of home advertising harnesses edgy technologies and clever content to deliver something a little bit different."
Follow @MaisieMcCabe on Twitter
This article was first published on campaignlive.co.uk
- Outdoor owners show their support for Poppy Appeal
- Jordans wins Ocean Outdoor's The Art of Outdoor competition
- PepsiCo invests in tech start-ups to increase innovation
- Top creatives to judge Ocean's Art of Outdoor digital competition
- Bauer Media to add geo-targeting to radio apps
- BA readies live digital outdoor campaign at Westfield
- BMW among launch advertisers on new Ocean Outdoor site
- Managing Director - Equity potential DU Group £120,000 - £150,000, South Oxfordshire
- TEMPORARY ART & EDITORIAL CO-ORDINATOR Creative Recruitment £35000 - £39000 per annum, City of London
- Digital Account Manager - Beauty and entertainment clients! Section:Media Ltd £35,000 - £40,000, London
- Senior research executive - Online Research Elizabeth Norman International £26000 - £32000 Per Annum, London
- Senior Digital Planner Buyer Section:Media Ltd £25,000 - £29,000, London
- Blippar connects disjointed families, says MEC executive
- Fans take on Jo-Wilfried Tsonga in Twitter-powered tennis game
- Campaign Viral Chart: Samsung scores hat-trick in tech-heavy chart
- ITV and Channel 4 insist they will beat declining ad market
- Heinz brings back invisible bottle of tomato ketchup
- EE adds Dare to agency roster to develop digital
Twitter gives brands adds lead generation to
It is a significant move that brings the ability for Twitter users to easily leave their contact details within expanded tweets, called the Lead Generation Card, to express interest in what a brand is offering.