NOW TV Interactive Cinema Campaign w/ @Primesight
Primesight announced Friday that it has been appointed to facilitate NOW TV’s new interactive digital campaign, ‘BackInYourBox’ in cinemas across the UK.
Primesight’s digital 6 sheets will host the ‘BackInYourBox’ campaign in the top ten most popular cinemas in the UK alongside static six sheet panels located in 304 cinemas nationwide.
The digital creative features a touch screen game based on the well known arcade hit ‘Whac-A-Mole’, allowing players to tap the colourful characters on screen emerging from the boxes with the aim of achieving a high score.
Naren Patel, CEO, Primesight told us “We are excited to be working with NOW TV, Mediacom and Rapport to create an engaging and impactful campaign that utilises the full potential of our cinema portfolio. The ‘BackInYourBox’ game is a clever way of getting the audiences in cinema foyers interacting with the screens and the NOW TV brand. It promises to be a great campaign.”
‘BackInYourBox’ was put together by WCRS and facilitated by Mediacom and Rapport – it’s a touch-enabled interactive sound campaign created to encourage families to engage with NOW TV, bringing families together in a fun and leisurely environment.
Josh Brooks, Media Manager, Mediacom stated: “Primesight’s portfolio fits NOW TV’s communications strategy perfectly. The digital takeover within ten of the country’s most visited cinemas adding to the core paper and paste element of the campaign allows the brand to stand out and engage with families as they enjoy a trip out together.”
Prior to this campaign, NOW TV tested six creative designs for the traditional poster element using Primesight’s Primedesign tool which assesses how the campaign is likely to be seen in a cinema environment through a combination of behavioural and computational analysis – through this, NOW TV was able to select the most powerful creative for the campaign based on the findings and recommendations delivered by Primesight.
‘BackInYourBox’ has been created for audiences to enjoy in cinema foyers each weekend throughout August.
August 11th, 2014 at 15:45 @698
It will be very interesting to see the results of this campaign. Even better if there was a mix of non touch and touch digital units.