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Field marketing / Primesight partners with NOW TV to deliver interactive digital campaign in cinemas

by on August 9, 2014 in Lead Article

Primesight, @primesight one of the UK’s largest providers of out-of-home solutions, can today announce it has been appointed to facilitate NOW TV’s new interactive digital campaign, ‘BackInYourBox’, in cinemas across the UK.

Primesight’s digital 6 sheets will host the ‘BackInYourBox’ campaign in the top ten most popular cinemas in the UK alongside static six sheet panels located in 304 cinemas nationwide. The digital creative features a touch screen game based on the well known arcade hit ‘Whac-A-Mole’, allowing players to tap the colourful characters on screen emerging from the boxes with the aim of achieving a high score.

‘BackInYourBox’, created by WCRS and facilitated by Mediacom and Rapport, is a touch-enabled interactive sound campaign created to encourage families to engage with NOW TV, bringing families together in a fun and leisurely environment.

NOW TV is an internet TV service launched in 2012, with the branded NOW TV Box later introduced in July 2013. NOW TV provides easy access to hundreds of films from Sky Movies on demand, pay-as-you-go access to live Sky Sports and must-see shows on 12 of the best pay TV channels including Sky1, Sky Atlantic and Sky Living.

NOW TV is available with no contract across a wide range of connected devices including the NOW TV Box, mobile devices, tablets, desktop, Xbox One, PlayStation 4 and more.

Prior to the campaign launch, NOW TV tested six creative designs for the traditional poster element using Primesight’s tool Primedesign which assesses how the campaign is likely to be seen in a cinema environment through a combination of behavioural and computational analysis. Through this, NOW TV was able to select the most powerful creative for the campaign based on the findings and recommendations delivered by Primesight.

Naren Patel, CEO, Primesight commented: “We are excited to be working with NOW TV, Mediacom and Rapport to create an engaging and impactful campaign that utilises the full potential of our cinema portfolio. The ‘BackInYourBox’ game is a clever way of getting the audiences in cinema foyers interacting with the screens and the NOW TV brand. It promises to be a great campaign.”

Jana Wheeler, Brand Marketing Controller, NOW TV explains: “We were excited by the interactive element in the OOH package Mediacom recommended to us. WCRS have taken full advantage of the technology and the outcome is a fun and engaging game that encourages interaction with the range of fantastic family movies available on NOW TV this summer.”

Josh Brooks, Media Manager, Mediacom stated: “Primesight’s portfolio fits NOW TV’s communications strategy perfectly. The digital takeover within ten of the country’s most visited cinemas adding to the core paper and paste element of the campaign allows the brand to stand out and engage with families as they enjoy a trip out together.”

‘BackInYourBox’ has been created for audiences to enjoy in cinema foyers each weekend throughout August.


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