DailyDOOH

Maddie Cotterill

Posterscope USA along with partners Quividi, EYE Corp Media and Engage M1 designed and executed a campaign for the GMC Acadia featuring technology that anonymously detected gender, facial expression, age and composition of the passing audience and then served responsive and engaging branded content targeted to that specific audience. The campaign ran for eight weeks at the Santa Monica Place shopping mall

Jeff Tan, head of strategy at Posterscope USA told us “Consumers see up to 5,000 ads every single day, and we wanted to create a responsive, engaging campaign that cut through the noise. By leveraging cutting-edge technology to deliver real-time dynamic content, we helped GMC connect with audiences via personalized location-based communication strategies. This proved particularly effective in the crowded environment that is the Santa Monica Place shopping mall.”

Posterscope and their partners fitted eight digital screens in Santa Monica Place Mall with video sensors and Quividi’s audience and context aware platform that anonymously detected and determined whether a passing shopper was a man or woman, alone or with a group or part of a couple or a family, adult or child or even frowning or smiling. No data or images of any type were collected, stored or shared at any time, ensuring privacy.

EYE Corp Media CEO Jeff Underman said “The ability to personalize content and messaging to a variety of target audiences really came to life in this campaign,” says “Through this partnership with Posterscope, GMC and Quividi, we were able to showcase the power of digital place-based screens when combined with cutting edge technology.”

Ke-Quang Nguyen-Phuc, CEO of Quividi said “Posterscope, EYE Corp and Engage M1 collectively pushed the limits of real-time personalization at scale,” said “Our VidiStudio interactive scenario designer tool made possible the implementation of more than 200 interactive audience-aware experiences, making the GMC Acadia campaign the most comprehensive automated DOOH project to date.”

Once detection was made, the digital screens were populated with fun and humorous creative video content and brand messaging promoting the virtues and features of the GMC Acadia tailored to the identified audience. The screens also featured a number of interactive games, both for children and adults, like Simon Says and a virtual staring contest, all of which were designed to further deepen engagement and maximize viewer interaction with the screens.

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This entry was posted on Monday, September 26th, 2016 at 17:06 @754 and is filed under DailyDOOH Update. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.