A new campaign for the latest DVD release from Village Roadshow is setting Westfield centres on fire.
The digital signage campaign for The Hunger Games: Catching Fire DVD uses gaming technology to target centre shoppers.
The Westfield centre campaign by oOh! Media works by asking shoppers to tap or scan their mobile device on a digital panel.
When they tap their smartphone or device, all the digital panels within that Westfield centre will appear to catch on fire.
Tapping the digital panels also enacts a memory game on the person’s smartphone that is centred around the second instalment of the Hunger Games trilogy.
The memory game asks players to match mocking-jay pin motifs, which are an icon in the Hunger Games fantasy world.
Shoppers that play the memory game go into the draw to win a daily $200 Westfield shopping voucher.
Players are encouraged to share the game with their friends via social media and increase its exposure for the chance to win a $1000 Westfield voucher.
“Village Roadshow’s advertising uses digital panels and tap or scan technology to go a step beyond awareness,” says Blair Hamilford, oOh!’s commercial director sales, retail.
He says the game is all about “engaging with shoppers, and then taking a further step by encouraging online sharing”.
”oOh! developed the concept of the memory game and developed the back-end systems to take the campaign well beyond the consumers’ first contact with the digital panel.”
The campaign launched last week and will run for two weeks across 77 digital and static tap and scan panels in Westfield shopping centres on the Australia’s eastern seaboard.
It will also run on 142 static panels nationally.
