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Gu launches interactive Tweet-driven DOOH Valentine's Day campaign

Photo: provided

February 13, 2020

Gu, a dessert brand based in London, has launched its Love Notes DOOH campaign with Grand Visual. The campaign invites users to submit romantic tweets inspired by love song lyrics, but replacing a word in the song with the name Gu, according to a press release.

Some of these tweets included, "Everything I do, I do it for Gu" and "I'm in love with the shape of Gu," which will be shown on a large display at Waterloo Station in London. Talon powered the campaign with its OpenLoop dynamic creative optimization platform, while Grand Visual produced the campaign, according to the release.

"We wanted a truly interactive campaign designed to create memorable moments while having fun with the brand. We also wanted to ramp up our social media activity using DOOH as the anchor for engaging social audiences," Amy Heap, marketing controller, Gu, said in the release."Gu's Love Notes is a step-change for us — a campaign that is driven by Gu fans and highlights Gu as the perfect dessert or gift this Valentine's Day."