Samsung UK is turning its Piccadilly Circus Screen into an interactive rugby game called ‘Penalty kick’, supporting the launch of Samsung’s Galaxy S6 edge range.
The two-day campaign, developed by Cheil UK, is aimed at getting people excited about upcoming rugby #RWC2015 events and test their rugby skills in one of London most iconic locations.
The 3D game, which is the first Cheil UK has made for Samsung UK, gives players three chances at launching a ball through the goal posts via the Galaxy S6 edge handset from the ground. The action plays out on the Piccadilly Circus screen in real time.
Brand ambassadors in Samsung branded rugby outfits will showcase the Galaxy S6 edge and encourage practise shots before competing live on the Piccadilly Circus screen. Each player gets three kicks and the combined scores will be entered into a leader board, for the chance to win a Galaxy S6 edge+. All those who participate will be entered in a random draw for a chance to win.
The Piccadilly Circus activation will be supported by social activity on Samsung’s Facebook and Twitter pages prior to and during the activity (which takes place September 18-19, 2015). This will be geo-targeted to London, encouraging footfall at the event and offering members of the public the opportunity to play and share content from the ground.
Fiona FitzGibbon, head of media at Cheil UK, told us “In ‘Penalty kick’ we’re utilising one of the most iconic screens in the world. Cheil UK is always looking to push the boundaries of digital out of home for Samsung UK and creating our own game is another example of this, and another in a long line of firsts for the agency. ‘Penalty Kick’ will bring a new level of interactivity and innovation to Samsung’s prestigious screen.”
Cheil UK is responsible for the campaign concept and delivery including developing the ‘Penalty kick’ game. The ‘Penalty Kick’ game crams features usually only found in AAA console games into a mobile browser. Using the latest HTML5 APIs such as WebGL and the advanced PlayCanvas engine the game features 3D graphics and audio in a real-time physics simulation.