Experiential Ad Campaign Surprises Mall Shoppers with an Interactive Game of Pictionary
TORONTO, CANADA — Last September, Mattel Games surprised mall shoppers in Toronto with some impromptu fun, an interactive game of Pictionary. The experiential ad campaign, created by TrojanOne for Mattel Canada, utilized a digital out-of-home (DOOH) screen to enticed mall shoppers to play Pictionary with a live actor.
The campaign surprised shoppers prizes, including a life-size teddy bear and a full-size marching band. In its first 24 hours, Mattel’s Pictionary Mall Surprise video gathered over 100,000 combined views on YouTube and Facebook. Mattel’s day-long brand activation campaign showed just how great games like Pictionary can be at bring people together and reminding us that Anytime Is Game Time.
In a nearby room, an actor was streamed live onto the digital out-of-home display constructed especially for Mattel’s campaign. The DOOH display included cameras that enabled the team to see exactly what what happening in front of the display.
The actor starts out by standing completely still to create the illusion of the screen being a traditional poster. Making only subtle movements and gestures, shoppers nearby began to notice that the actor was actually live and were then enticed to come over and play. Once engaged, the Pictionary host challenged his audience using a countdown to win prizes, including a full set of Mattel games.
“In the true spirit of spontaneous fun, we surprised unsuspecting mall shoppers with some very unexpected game play. What looked to be an ordinary mall poster became a fully immersive Pictionary experience that congratulated successful players with amazing celebrations,” said Shalin Shah, Sr. Marketing Associate, Mattel Canada. “The video is a compilation of the best moments and reactions we captured throughout the day. We are delighted to see that it has already touched so many people around the globe.”
“We loved how people had so much fun playing Pictionary in an unexpected way. Watching people react the way they did was more than what we hoped for. We were able to showcase how anytime is game time and we hope that the video reminds everyone to always take the time to play with us!” said Riza Javellana, Senior Manager, Marketing, Mattel Canada.
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
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