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).