The Walt Disney Company’s new video game Disney Universe has gone out-of-home with promotions by Digiadvans in six British cities.
During the campaign in London, Birmingham, Manchester, Newcastle, Glasgow and Edinburgh, members of the public could experience the game for themselves and win special Disney Universe goody bags.
Digiadvans says it is the only digital out-of-home company in Europe with the close-proximity interactive technology to carry out this kind of promotion, offering high-definition interactivity on the street.
Its audience-measurement software also allowed it to monitor opportunities to see, dwell times and gender split from each location that the Digiadvans attended.
“This is critical feedback to clients as they can strengthen their next strategies and better the overall development of the route plan and subsequent target audience,” said Adam Dixon, the firm’s head of media.