Project: Screach Interactive Multiplayer Billboard Game Client: Swiftcover.com Insurance Submitted by: Screenreach Interactive Also contributing: Ocean Outdoor
Brief overview of the project/technology:
We created an interactive multiplayer and motion controlled game for Swiftcover.com car insurance using Screach technology. The campaign allowed passers-by to interact with the on-screen game which they could control through the Screach app on their smart device. On screen, consumers could see a winding driving route - based on route 66. By dowloading the free Screach app they could then enter the on-screen code and begin interacting with the content.
Users had the option to select the model and colour of the car they would like to drive before challenging other users to see who could make it to the end of the driving route first. The game was multiplayer with up to 10 users being able to play against each other at any one time. Once the game started, users were able to enjoy added motion control functionality - turning their smart device into a steering wheel style controller. They then had to steer their car to the end of the track.
Users were then rewarded through the Screach in-app rewarding functionality with Swiftcover.com prizes.
Objectives of the deployment or the technology:
The aim of the deployment was to allow Swiftcover.com to interact with their target audience in a different environment, in a way that resonated with their "Get a Life" campaign. Swiftcover.com wanted to break away from the traditional forms of insurance advertising.
Results achieved relative to the objectives:
By using Screach technology Swiftcover.com were able to generate widespread exposure of the campaign through the Screach social media features.
Users are able to connect to Screach using Facebook and have options to post updates of their activity to their Facebook wall. In doing so this gives each interaction the potential to reach an average of 150 people instantly. (This is based on the average number of Facebook friends that each user has).
Users were also able to post news of their activity to Twitter, so the opportunities for exposure also increased through this network.
Swiftcover.com were very pleased with the production and execution of the campaign stating: "Using Screach was a great opportunity for us to experiment with a new and innovative platform to market our brand. It enabled us to interact with consumers on a different level, and the gaming format resonated really well with our ‘Get a Life’ campaign. It was an exciting project for us and it was great to work with Screenreach."
Size and geographic location(s) of the deployment:
The deployment took place on Ocean Outdoor's large format screen at Westfield London's Eat Street location. It took place on this one screen at one of the shopping mall's main entrances.
David Weinfeld accepts the award on behalf of Screenreach Interactive.
Selected judges’ comments:
Anytime we see something leveraging Screach, it always looks very cool. Gamification of the marketing message was expertly executed, and from the video clips, it appears to have garnered audience interest and interaction.
Nice looking deployment. It's the type of project that makes for a great video for the agencies and companies involved in the deployment.
The app appeared to be very effective.
Excellent example of creating a converged experience between mobile and digital signage. This implementation was a definite head turner as it clearly created a buzz with those in the area!
As I read the description of the application, I wasn't too sure what the heck this was all about. Once I saw the video demonstration, I was hooked. This looks like an amazing integration of mobile and DOOH to build a great consumer experience. I really like it. Overall this was very engaging.
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