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FMBX News
Posted: May 26, 2011
Posterscope and Profero win Marketing Engage Experiential award
A media convergence campaign, using out-of-home and digital techniques and live marketing venues has won a highly competitive Marketing Engage award for the Experiential category. Campaigns led by Geronimo for Radox and AMV BBDO for Walkers were garlanded in second and third place in a competition when a further 19 entries were also ‘short’listed.
Experiential was, by a distance, the longest shortlist announced of any of the categories.
Created by Posterscope UK and Profero, the MINI Countryman campaign - a great example of the increasing convergence of social media and out-of-home - played on the old theme 'how many people can you fit in a MINI', but added a modern 'technological' twist as the people inside were not really inside at all.
Using a series of fibreglass MINIs in shopping malls, stations and city centres across the UK, members of the public were invited to record video footage of themselves in a specially constructed green screen booth at each location. This video was then uploaded and projected onto the inside of the MINI Countryman, as if they were squeezed in together, looking out from within. Participants could then watch themselves "pressed against the glass" in the record-breaking attempt and, for even greater participation, were also able to share their video via email or Facebook.
All entries were also hosted on the MINI website where they were added to a montage of all of the MINI record breakers.
The campaign saw just under 6,000 videos being recorded and more than 10,000 people taking part - with many more enjoying the spectacle from the sidelines and on Facebook.
