DOOH Helps Consumers Choose Good Eating Habits
Gail Chiasson, North American Editor
LeapFrog Interactive, a digital advertising agency in Louisville, Kentucky, has unveiled its first digital out-of-home interactive marketing piece – produced for Ohio’s Hamilton County Public Health ‘WeTHRIVE!’ Campaign.
The goal was to create an eye-catching display where citizens of Hamilton County could interact and learn about healthy eating options at the same time. It’s located in the Mercantile Building in downtown Cincinnati,
“I am very proud of the innovation our team had, and cannot wait to see the Cincinnati community interact with it,” says Alan Gilleo, chief creative + experience officer, LeapFrog Interactive. “This is truly a marriage of creative and technology – creating an interactive piece, which engages the community and helps to pass along lessons we all know about healthy eating and physical activity but in a fun, unique way. A team of our developers basically broke down an Xbox Kinect system and created the technology needed to deploy this project.”
The project began last February when LeapFrog Interactive’s Architect + Build team began building the technology for the DOOH piece. LeapFrog Interactive created the program, the concept, the design, conducted multiple tests prior to installation, selected the location, and planned a press event.
“There was a lot of trial and error, and we may have made a mess in the office a few times, but the end-product is just what the client wanted,” says Scott Million, vice-president of Technology + Analytics.
The DOOH piece is installed in a window storefront where there is ample foot traffic each day. As pedestrians walk past, they can interact with the display. The DOOH has two components: on one side there is a quiz where the participant chooses which is the healthier food option; and on the other side, scenes from around the city are displayed with which the participant can interact.
With offices in Louisville, Boston and Cincinnati, LeapFrog Interactive works with clients from coast to coast, including Sun Tan City, McGraw-Hill, Sutter Home, Tommy Hilfiger, Graco and Texas Roadhouse.
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