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ADVERTISING CAMPAIGNS

Launch of UK’s first interactive floor network

Commercial kids television channel Nickelodeon UK has gone live with a campaign promoting its new season’s programming across a new media network of Sensitive Floors.

Part of a media plan developed by Universal McCann, the platform is operated by Destination Media has been installed in four of the UK’s leading shopping centres: the Metro Centre, Gateshead; Lakeside, Thurrock; Castle Court, Belfast; and Merry Hill, Dudley.

Over the first five days of October Half Term, approximately 83,300 people came into contact with the sites. Destination Media estimates that an interaction level of 21.4% was achieved with a strong secondary audience of around four times that interaction level.

Sensitive Floor uses a video projection to create a 3m x 2m interactive image, which responds to movement as people step onto the projection area.

Senior Brand Manager, Nickelodeon & Nick Toons, Nardis Roscoe, said “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.”

Managing Director of Destination Media Limited, Peter Evans, said, “Whilst we have seen the explosion of interactive floor projection in the US we knew that we had to position Sensitive Floor in the UK as a hybrid experiential solution to ensure that we could achieve cut-through in a crowded digital space.

”For Nickelodeon we reflected the October Half Term campaign creative and applied effects which bring it to life when people walk across the projected image.”

Destination Media hopes to grow their Sensitive Floors network to a total of 30 sites across the UK by the end of 2008.

AJR
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