Universal Pictures deployed an interactive tweet campaign with JCDecaux to promote the launch of new thriller ‘The Visit’ that was released in cinemas September 9.
Planned and booked by MediaCom and Kinetic, the bespoke campaign was a media first for both companies and was released on JCDecaux’s premium digital 6-sheets at the retail destinations Buchanan Galleries in Glasgow and New Oxford Street in London.
Members of the public could tweet a unique code that was displayed on the digital screens to unique twitter handles created for the campaign, which triggered bespoke footage to be played and a cookie to be dispensed bringing to life the themes of a key scene in the film.
Steven Dennison, Head of Creative Solutions, JCDecaux UK, said: “The JCDecaux Creative Solutions team is dedicated to challenging the conventions of Outdoor advertising and this DOOH campaign is a perfect example. The tweet-to-screen element gets consumers engaging in a fun and unique way while generating awareness around ‘The Visit’. It shows the growing relationship between creativity and innovation.”
The film - from M. Night Shyamalan, the writer and director of ‘The Sixth Sense’, ‘The Village’, and ‘Signs’ and the Jason Blum, the producer of ‘Insidious’ and ‘Paranormal Activity’ – The Visit is about two siblings who are sent to their grandparents’ remote Pennsylvania farm for a weeklong trip. Once the children discover that the elderly couple is involved in something deeply disturbing, they see their chances of getting back home are growing smaller every day.
The campaign, which went live on Monday 31st August, lasted for two weeks.