DOOH a little dance: Britpop princess makes digital signage/mobile move (Video)

A Britpop princess has taken digital signage and mobile interactivity to the dance floor.

To promote U.K. pop star Cheryl Cole's new single and album, Clear Channel UK and TED@MediaCom worked with ScreenReach Interactive to create a digital out-of-home campaign that allows fans to dance along with the singer's new video via a movement-based game enabled by ScreenReach's interactive Screach mobile app.

The U.K. campaign asks visitors to Meadowhall Shopping Centre in Sheffield to replicate Cole's dance moves in her new video. To dance along with the video, fans activate the screens by downloading the interactive Screach app onto their smartphones. Once downloaded, the app registers all movements, comparing them against Cole's moves in the video and awarding points to fans based on how closely they match her. Their point totals can then be shared through Facebook and compared to friends' performances.

Up to four players can play the game at any one time, meaning friends can compete against each other in real time. Additionally, as the scores are published to Facebook, fans can use their score to invite friends to join them at the shopping center to compete in the game.

The initiative started on Aug. 6 and is set to be in place for a total of six weeks. Fans will compete via the game for the prize of a chance to win tickets to see Cole in concert.

"With any Universal Music campaign our challenge is to use the content available to us to activate the most important asset, the fans," said John Beardsworth, associate director, of TED@MediaCom, in an announcement from Clear Channel UK. "Cheryl is a great case in point, with nearly 5 million Facebook friends and 2.5 million Twitter followers we have an army of devoted fans ready to get involved. Through Clear Channel's digital six-sheet unit and Screen Reach's app, we are able to deliver a totally interactive experience where fans engage with the campaign's key asset, Cheryl's new video."

Now that's letting digital signage and mobile shake their moneymakers.

Watch a short video of the deployment from ClearChannel UK below:

Polydor Records, Cheryl Cole from clearchanneluk on Vimeo.

Read more about DOOH advertising.

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