As part of an integrated UK product launch for eye care brand Alcon’s new Dailies contact lenses, Knit worked with agency Razorfish to develop a digital out of home campaign. Knit designed, developed and installed the interactive digital activations, which challenged shoppers to a virtual staring contest in London’s Westfield shopping centres.
In branded pop up areas in the shopping centres, two interactive booths digitally connected shoppers in West and East London to play a virtual staring contest where the winner received a free contact lens trial.To encourage engagement participants were pitted against each other in an East vs West contest between Westfield Shepherds Bush and Westfield Stratford.
One player from each location was challenged to take part in the staring contest and two screens within the booths enabled the players to see each other clearly in their opposing locations. The first player to blink or look away loses the staring contest and if both players neither blinked or looked away after 5 minutes, the technology would select a draw and display this on screen. Every user who took part received a money-off voucher and further information about the product to encourage purchase.
Brand ambassadors at each location managed the staring contests via a mobile app and determined winners based on which players blinked first. They were also on hand to encourage participation and to generate awareness and buzz around the pop up.
The activity took place in October 2014 and ran for 3 days. It formed an integral part of the ‘Don’t let anything make you feel uncomfortable’ national marketing campaign.
The activity was met positively by shoppers and in the short time the pop up was live, there were over 900 interactions of the staring contest. This innovative use of technology enabled consumers to get involved with the campaign in an immersive brand experience and learn first hand all about the product in a fun and engaging way.