Winner: Unilever Cornetto Multiplayer Interactive Wall Projection Mapping Game
Just wanted to add this to the blog because I thought it was really interesting example of interactive advertising and marketing. The main aim was to get young people to eat more ice cream. Last summer Cornetto joined up with Mobilera and projected a game onto the wall of Taksim (Turkey’s equivalent to Times Square). Leaflets were handed out and outdoor interactive screens were used to promote the event to get as many people there. When people were there they could text or phone in to play the game. They controlled the characters with the keys on their mobile phones. The aim was to collect three Cornettos in less than 45 seconds and everyone was trying to catch the same ones. If you won you got a free ice-cream! It created a massive Buzz and was all over the news. Even the mayor said it was incredible and said ‘we should even broadcast it live on TV’.
I love this way of advertising a product as it is so exciting and people can get involved. If people are involved in the campaign they are more likely to share their experiences and the brand name gets spread with all of the positive comments which create an awesome positive brand image.
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