Argos targets commuters with digital OOH interactive game as part of 'Get Set Go Argos' push
Developed specifically for Motion@Waterloo the interactive ‘Get set for bubbles’ game encourages commuters to use their smartphones and play via a dedicated mobile site, competing against up to three other players to pop Argos’ multi-coloured bubbles.
“Mobile channels present a huge opportunity and with the number of customers using mobile devices to shop with us continuing to grow, we wanted to create a fun and interactive way for them to engage with Argos in a convenient location,” explained Carl Nield, head of brand marketing at Argos. “
Created by CHI&Partners, the advertising agency behind Argos’ new campaign and Candyspace, the game uses advanced technology, including queuing systems and real-time smartphone-to-screen connections, to create the multiplayer space. A stand-alone mobile version of the game is available online for commuters unable to stop and play.
Playing at Motion@Waterloo commences today (Friday 24 October) and will run on Monday 27 and Tuesday 28 October. Motion@Euston activity runs on Thursday 30 and Friday 31 October. ‘Get set for bubbles’ players will be entered into an hourly prize draw for vouchers as well as a daily prize draw to win a bundle of Argos products including Beats, Nikon, Samsung and Dualit items.
Media planning and buying for the game has been handled by Mindshare and Kinetic with The Social Practice in charge of social activity.
Chad Warner, digital creative director at CHI&Partners, described the game as “an ambitious technological project” that “represents the retailer’s new direction and focus”, which was also evident last night as the retailer brought together music, technology and real-time social media interactivity for a Google+ Hangout on Air from its digital store on London's Old Street.
The event saw the store's audience and online viewers take part in a Hangout, hosted by Georgia LA with a live performace by Katy B, to discuss their thoughts on emerging British talent and new technologies impacting the muisc scene.
By - The Drum