CBS Outdoor UK and Blippar bring 'Look for Longer' campaign to life at Westfield Stratford City
Following the ongoing success of the cryptic ‘Look for Longer’ campaign, outdoor media owner, CBS Outdoor UK has joined forces with Blippar, the mobile visual discovery platform, to bring the campaign to life on the iconic 6m x1.7m ‘North Star’ digital LED screen at Westfield Stratford City through innovative image recognition and augmented reality technology.
The ‘Look for Longer’ campaign, which launched on 1st October 2012 and runs for four weeks asks London’s commuters to identify 75 Tube and DLR stations across the London Underground network, by using 75 visual clues found in a poster which can be seen at stations around the capital. People participating in the challenge simply visit www.lookforlonger.com to enter their answers for the chance to win a range of prizes including a Virgin Media VIP Collection with fibre optic broadband and entertainment package to Apple iPads and Kindle Fires.
The campaign is now set to feature an interactive mobile element in which visitors to Europe’s largest mall, Westfield Stratford City, can download the free Blippar app and hold their smartphones up to ‘blipp’ the poster, which will then appear to come to life through their device. The technology will let Westfield Stratford’s 3.3 million monthly visitors interact with and navigate their way around the poster and find 10 further bonus clues to help them correctly identify all 75 stations. Blippar then directs people to the ‘Look for Longer’ website to enter their answers and allows them connect with the substantial online social community that has formed since the campaign launched. Nearly 5,000 tweets have used the hashtag #lookforlonger since it launched, with participants sharing clues to help each other win prizes.
Simon Harrington, Marketing Director at CBS Outdoor UK comments:
“The high footfall and dwell time at Westfield provide the perfect opportunity to bring the campaign to life using augmented reality. Working with Blippar, we can take the campaign to the next level, generating increased participation and social conversation, thereby offering extended engagement with tech savvy urban shoppers. This campaign demonstrates how advertisers can use technology to enhance a high impact creative to generate a deeper level of interaction - that is to say the audience do something as a result of seeing it, be that playing the game, or sharing it with friends through social media. All our research shows that meaningful interaction leads to positive brand affinity”.
"Blippar is excited about the opportunity to work with CBS Outdoor UK to help them deliver such a pioneering campaign. It’s captured the imagination and intrigue of London’s commuters, becoming a highly addictive challenge for thousands of us – and the Blippar team has certainly not escaped its lure,” adds Dave Black, Business Development Manager at Blippar. “The eye-catching poster is just the start of a fully interactive experience, which enables participants to discover exclusive information, interact with the poster and other participants, and be in with the chance of winning amazing prizes.”
Westfield Stratford City is the first venue to feature the blippable poster, with roll-out planned for Westfield London before the end of October. Participants have until 11 November to enter their answers via the micro-site at http://lookforlonger.com.
