News

Colgate puts smiles on digital billboards in the UK

June 30, 2011

According to Campaign Live, toothpaste brand Colgate has launched an interactive campaign in the U.K. using a combination of digital out-of-home and social media.

The campaign, showing pictures of Colgate's Facebook followers smiling in support of children's charity Barnardo's, appears on digital billboards across Birmingham, Liverpool and London.

The photos featured in the campaign come from Colgate's Facebook page, which asks people to "share a smile" for Barnardo's by uploading a picture of themselves smiling.

According to the story, the campaign was booked by Kinetic, is managed through Grand Visual's OpenLoop platform, and is also running on JCDecaux's Transvison network and on CBS Outdoor's XTP screens on the London Underground.