News

Pussycat Doll to appear live on Ocean Outdoor digital billboard

November 28, 2010

Pussycat Doll Nicole Scherzinger was set today to interact with the public via a live stream on Ocean Outdoor's full-motion digital billboard at Westfield London. According to the press release, the appearance was to promote Reebok's new ZigTech sneaker in the United Kingdom.

Ocean Outdoor, a boutique media owner specializing in iconic advertising locations and large-format digital screens, is holding the PR stunt devised by M&C Saatchi Sport & Entertainment.

Scherzinger was to appear for an open photocall to show that she was actually at Westfield before going to a private area to model the ZigTech trainers and interact with the public via two-way cameras attached to the digital billboard. Shoppers would then get the chance to watch the video of Scherzinger's latest single, "Poison."

Ocean says the event demonstrates how digital out-of-home (DOOH) can be used to amplify a brand's use of celebrity ambassadors.

"At Ocean we understand the untapped possibilities that outdoor has to offer brands," said Richard Malton, marketing director, Ocean Outdoor. "Digital screens now allow advertisers to communicate a much deeper message and can be used to really innovate."