Pearl Media Designs Virtual Snowball Fight Campaign for Verizon Wireless
14 September 2010 9 h 48 min
Pearl Media, the Out Of Home company specializing in converting vacant retail storefronts into innovative advertising opportunities, has brought Perrier’s “Melting” advertising campaign to life on the street.
Utilizing a combination of Perrier’s print and television ads, Pearl has created an interactive outdoor experience that allows consumers to actually “melt themselves” and share with friends: “As pedestrians pass the large-scale street level executions, their body temperature melts elements in the creative on the screen in the windows. Pedestrians are prompted to take their own melted photo by touching a glowing interactive Perrier bottle. Once their photo has been “melted,” the pedestrian can enter their phone number to have it sent to their mobile phone to share with friends.” UPDATE 17/10 – see below the video :
Video of Pearl Media’s Perrier Interactive Melting Storefront Execution.
“This programme is so unique in the way that it allows pedestrians to distort reality through their movement and gestures. Combining the sleek and sexy creative of Perrier with our groundbreaking technologies makes this one of the truly unique brand experiences in the out of home market”, commented Josh Cohen, President of Pearl Media.
To allow consumers to really touch the brand, Perrier brand ambassadors will as well be handing out ice-cold bottles of Perrier to pedestrians on select days in the vicinity of the storefront (this element is also managed and carried out by Pearl Media, which has recently incorporated a promotions arm into its portfolio).
Perrier interactive storefronts are currently melting in Soho, New York and West Hollywood, Los Angeles located across from the Hollywood Walk of Fame. The campaign will run until the end of September.
Pearl Media worked with Zenith Optimedia on the buying and planning, while Ogilvy & Mather designed the creative.
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