The Secret Life of Pets inspired lots of great marketing worldwide when it was released last summer, including the amusing bungee-jumping GoPro ad we wrote about. But this U.K. out-of-home campaign for the Universal Pictures release went above and beyond.
Many of the digital boards were framed as windows, with the pets jumping up and trying to look out of them. There was also an impressive smartphone integration, where passersby could upload a selfie, have it appear on the ad—and be matched visually with one of the characters from the movie.
Some of the ads also hooked into theater schedules to give live screening times. You could even book tickets through a special branded WiFi network.
Check out the full interactive and experiential digital out-of-home campaign, from MediaCom and Ocean Outdoor, below.
The campaign won the top digital award from FEPE International, the global body representing the out-of-home industry, at its annual congress this week Stockholm.
Somewhat ironically, it was a global digital brand, Twitter, that picked up the award for classic out-of-home (featuring non-digital creative). That was for Twitter’s in-house campaign showing how major conversations of the day united by hashtags.
“The great strength of out-of-home is its two important strands: digital and the traditional classic poster and that’s why we have chosen to award campaigns in the two categories,” says FEPE President Matthew Dearden.
“Both are outstanding examples of the ability of out-of-home to reach people in engaging and challenging ways. It’s also worth noting that Twitter is just one of many tech-based new media companies that use classic out-of-home extensively.”