Spongebob Squarepants

Adrian J Cotterill, Editor-in-Chief

Destination Media – the network of Malls operated / underpinned by the folks at 4D Screens – has just demonstrated a nice industry first with some Sensitive Floor technology in four of the UK’s leading shopping centres.

Nice too, that they have launched with a well known TV brand such as Nickelodeon UK (allegedly the UK’s number one commercial kids television channel).

The strategy developed by Universal McCann (these guys have been including Digital Out of Home in their mix a lot more lately) aims to promote Nickelodeon’s new season’s programming (including the likes of Spongebob Squarepants and the second season of the drama series H20, which features Emma, Cleo and Rikki as teenage mermaids with magical powers so I am told).

In the first 5 days of the UK half term over 83,300 folks interacted with the dynamic Nickelodeon content.

Destination Media sites as listed in DOOHAN include: –

  • Metro Centre, Gateshead
  • Lakeside, Thurrock
  • Castle Court, Belfast
  • Merry Hill, Dudley

Destination Media’s permanent network uses the Sensitive Floor’s video projection to create a 3 metre x 2 metre interactive image which then responds to movement as people step onto the projection area. It’s very cool.

There seems to have been an explosion of interactive floor projection in the US but I have not seen anything else like this in EMEA to date.

Rob Bellass, Account Director, Universal McCann said “We were looking for a fresh approach for Nickelodeon … across different media formats … Destination Media provided the perfect means of consumer engagement with the campaign and the detailed metrics they can provide are amazing.”

Destination Media and 4D screens aim to have a total of 30 Sensitive Floors across the UK by the end of 2008 (there are 4 now and will be a further 2 in next few weeks).


3 Responses to “Spongebob Squarepants”

  1. Daria Says:

    Although there is an “explosion of interactive floor projection in the US” there is one company that really stands out. http://www.eyeclick.com does exceptional work in the field of interactive projected images.
    their work is extensive, ranging from brand promotion to trade show exhibitions and working with museums. EyeClick’s line of products include interactive walls, windows, floors and an interactive table.

  2. Nigel Says:

    These are the true UK trend setters for this type of advertising!

  3. Phil Says:

    Visual interactive Promotions Ltd have been doing this alot longer!! They have also got much more on the horizon and use a more sofisticated system, On their website, they have live feeds of their systems, very cool!! http://www.v-i-p.tv

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