Destination Media, part of Venue Solutions Holdings Plc, is a specialist media agency with a wide-ranging portfolio of experiential and interactive opportunities in high profile retail and leisure locations across the UK
When Nickelodeon, the UK’s number one commercial kids television channel needed to promote its new season’s programming to children, Destination Media’s unique media network of Sensitive Floors in shopping centres was the answer.
Nickelodeon had to introduce new episodes of its top shows, ‘Spongebob Square Pants’, ‘Drake & Josh’, ‘H2O’ and ‘Ned’s Declassified’ in the crucial Autumn marketplace - TV stations set their advertising rates for the year ahead during the period.
At the same time Disney was launching its much anticipated ‘High School Musical 2’ so Nickelodeon and its agency Universal McCann had to come up with something special - an engaging and unique ‘shared-experience’ where kids could get directly involved and play with the Nickelodeon content.
Rob Bellass, Account Director at Universal McCann said, “We were looking for a fresh approach for Nickelodeon as part of a UK-wide campaign across different media formats which would highlight the schedule to kids. Destination Media provided the perfect means of consumer engagement with the campaign and the detailed metrics they could provide were amazing.”
Universal McCann’s key insight which would drive the campaign was that kids embrace what they create, influence or control. In a world where physical boundaries cease to define their identity, they constantly seek new opportunities to get involved, play and express themselves.
The idea was to use something totally innovative to really engage kids, appeal to them on their level, drive affinity with the Nickelodeon brand and get them talking. The proliferation of shopping malls and their improved offering means that they are increasingly popular destinations for kids especially during school holidays.
Destination Media extended Universal McCann’s campaign content and introduced live Nickelodeon ‘brand play’ to four shopping malls during the key Half Term Week when kids would be out on the hunt for fun and something new - they knew that landing on a game, on a giant interactive screen, in the middle of a shopping mall would totally surprise and enthral kids.
Destination Media created the UK’s first ever fully interactive Sensitive Floor game on its permanent network of 3m x 2m Sensitive Floors. The floors selected for the Nickelodeon campaign were in: The Metro Centre, Gateshead; Lakeside, Thurrock; Castle Court, Belfast; and Merry Hill, Dudley.
These malls were chosen due to their ranking - Metro Centre is first, Lakeside fifth and Merry Hill sixth in UK, and very high levels of footfall.
Sensitive Floors are a new interactive floor media that use motion detection and video projection technology to deliver an interactive experience that is fun, engaging and memorable. The projection areas are positioned in high visibility areas within shopping malls to ensure maximum levels of impact.
Destination Media’s unique Sensitive Floor technology delivered an interactive Nickelodeon experience which was fully responsive and totally controlled by the kids the moment they stepped on the Sensitive Floors. Kids could literally kick jelly fish, Patrick and Spongebob Square Pants around the floor as well as step into the ‘real’ water that the H20 mermaids live in.
Peter Evans, Managing Director of Destination Media Limited explains: “Our network of Sensitive Floors offers a unique experience with high levels of engagement and interaction.
“For Nickelodeon we reflected the Half Term campaign creative and applied effects which bring it to life when people walk across the projected image. Over 83,300 people interacted with the content, achieved an interaction level of 21.4% with a strong secondary audience of around four times that interaction level.”
Research showed that kids went crazy for it - they loved the floors and couldn’t get enough of the content over the campaign period of five days.
There were very high levels of brand play indicated by a strong interaction level - over 396,000 stepped onto the projection areas and like the best games the audience watching was huge - at 333,200 people it easily out shouted the average turnout to Wembley!
As a result H20, the drama series which features Emma, Cleo and Rikki as teenage mermaids with magical powers, had the highest rating 17.00pm slot that Nickelodeon has ever had. Spongebob ratings increased 28%, with reach up to 44% after the Half Term period.
Nardis Roscoe, Senior Brand Manager, Nickelodeon & Nick Toons added, “Destination Media’s Sensitive Floors provide a great way for kids to engage with our brand and highlight our new season’s programming.
“We’re always looking for innovative and exciting ways to engage our audience and felt the Sensitive Floors were the perfect way to showcase our great brands.”
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