Microsoft Launches Interactive DOOH Campaign with User-Generated Content for Windows Phone

Microsoft has launched in the United Kingdom a striking interactive digital outdoor advertising campaign to promote its new Windows Phone 8 inviting consumers to use user-generated content that appears on interactive touchscreens in various shopping malls and movie theaters across the country..

Microsoft has launched a new digital out-of-home advertising campaign in the United Kingdom (DOOH) Interactive that tempts consumers to become 'famous'’ customizing your Windows Phone Start display using interactive digital signage displays. This innovative DOOH campaign uses 24 interactive digital signage touchscreens located in shopping malls and cinemas across the UK to allow consumers to personalise their phones with photos and first names. After each participant has completed the process, your photo and name can be used afterwards by Microsoft to form the basis for a nationwide advertising campaign for your Windows Phone 8 -which represents a pioneering means of Digital Out-of-Home.

This extensive advertising campaign will be shown in almost 450 screens across the UK, including the London Underground, shopping malls, Cinemas and train stations, including the D6 and Transvision networks of JCDecaux. Meaningful digital spaces such as Birmingham's New Street, Manchester Hacienda y Westfield Shepherds Bush también se van a incluir en la campaña. Las nuevas caras y nombres incorporados por los consumidores se actualizarán a través de la red cada 30 minutos durante la campaña de 2 semanas de duración.

La productora británica Grand Visual se ha encargado de la producción y la elaboración técnica del proyecto y el contenido generado por el usuario (UGC) es suministrado a toda la red a través de la plataforma OpenLoop de Grand visual.

Iniciativa pionera

Neil Morris, fundador del Grand Visual, pointed out that “esto es digital out-of-home en su aspecto más innovador. La publicidad combina interactividad, customization, Fun and fame through a great national campaign while there is dynamic geographic segmentation and user content generation for social media. It's a hugely complex project., But it demonstrates a truly ambitious use of the medium.”.

For its part, Diane Perlman, Head of Marketing Communications at Windows Phone UK, Reviewed: “This idea had the wow factor from the get-go and I'm very happy to see it come to life in cinemas and shopping centres across the UK.. With this innovation, We are enabling consumers to participate in our campaign, Becoming 'Famous'’ and see firsthand how Windows Phone is unique to each of us”.

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