Adshel invites Australian commuters to ‘power up’ interactive campaign for Iron Man 3.

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Disney partnered with Clear Channel’s joint-venture, Adshel Australia, to create a touchscreen and mobile interactive experience for the release of Iron Man 3 DVD.

Objectives:

Disney wanted to run an outdoor campaign to promote the release of the Iron Man 3 DVD.

They partnered with Clear Channel’s joint-venture, Adshel Australia, to create a touchscreen and mobile interactive campaign to further engage with young male consumers.

Idea & Execution:

In additional to static posters, Adshel developed a touchscreen and mobile interactive campaign which ran in Sydney, Melbourne and Brisbane.

Commuters where prompted to use the touchscreen or scan their mobile phone via a QR code to ‘power-up’ Iron Man and enter their details for a chance to win one of 500 prizes.

The campaign aimed to reach all people aged 18-45 years, while the mobile component was aimed at those aged 18- 24 with a skew towards male audiences.

Results:

- Interactions via the touchscreen or via mobile were high during the course of the campaign with a spike on the weekends

- Five sites delivered a total of 29,782 interactions via touchscreen

- The mobile fulfillment campaign delivered an Apple audience of 68% compared to 32% usage by Android products

- Interactive competition entry conversion was 10.41%.