The concept behind Spots vs. Stripes is all about encouraging the public, who are often too busy to engage in competitive sport activities, to assign themselves to a ‘Spot’ or a ‘Stripe’ team before challenging friends, family and colleagues to a friendly contest of anything from football to tiddlywinks. The aim is to drive participants to a specially created website www.spotsvstripes.com where they can register and allocate points to their appointed side.
Planned and bought by Posterscope’s Hyperspace and PHD, Cadburys will take full ownership of 9 screens from the national Ad HD Interactive network by running 100% interactive Cadburys content. The entertaining content, developed by digital production company Grand Visual using artwork from Fallon, will involve two interactive games intended to encourage participants to challenge one another to a contest whilst making it as fun as possible in the process. Additionally the campaign benefits from huge Cadburys branded purple screen surrounds, developed by Fallon, which will ensure that shoppers really will not be able to miss the giant interactive billboards as they dominate the mall and encourage shoppers to take part.
The first game uses facial recognition software coupled with gesture based technology and is entitled ‘Head & Spoon race’ where cameras capture participants faces and superimpose them onto an egg before they have to run down a virtual road with the egg on the spoon. The second entitled ‘Heady Keepy Uppies’ is also a gesture based game and involves participants trying to keep random objects , such as crash helmets and slippers, in the air by moving from left to right. The campaign is expected to draw considerable secondary audiences of onlookers, in addition to direct participation, as contestants challenge one another to games in a leisure environment that is perfectly suited to fostering dwell times.
“We’re delighted to be running this activity for Cadbury. There has been such a lot of creativity and effort injected into this project from all sides - Posterscope, Grand Visual, Fallon, ourselves and of course Cadbury. We’re really excited to see the campaign go live as we embark on our next phase of Ad HD which sees it fully embrace the wide ranging interactive possibilities digital can now deliver.”
Matt Gordon
Managing Director - Limited Space
The Ad HD activity runs as the only interactive digital element of the first phase of a wider campaign that went live on 7th August encompassing TV, Outdoor, PR and the dedicated website. Cadburys will also be launching a new product alongside this campaign, the limited edition ‘Challenge’ bar which will be divided into 3 sections; one for each player and one for the winner.
See the video here - http://www.limited-space.com/cadburyvideo.html
