Geraldine McCauley and other passengers on its Maynooth line were surprised
Ireland's first-ever out of home interactive game
Shoppers in Dundrum Town Centre are being invited to play an interactive game based on the Cadbrury Dairy Milk ‘Move a Square’ campaign to win a pair of tickets to the London 2012 Olympics.
This first-ever out of home interactive game in this market will bring the Cadbury Dairy Milk 'Move a Square’ game from online to offline.
CBS Outdoor unveiled the campaign on its dPods today, which allows participants to download an app and use their smart device as their game controller.
The interactive game will feature in three digital pod locations in the centre and will be supported by 10 second digital out of home advertisements on CBS Outdoor’s premium digital out of home network in Dundrum Town Centre and The Square in Tallaght.
Together the two centres attract more than 575,000 visitors each week.
“The use of new platforms and engaging creative execution will further enhance the successful Cadbury Dairy Milk ‘Taste’ campaign, supporting Cadbury’s role as the official treat provider to the London 2012 Olympic games,” said Eoghan Crawford, senior brand manager for Cadbury Dairy Milk, Kraft Foods Ireland.
Cadbury Dairy Milk lovers can play the ‘Move A Square’ game online through MSN and Facebook, on their Smartphone through its ‘Share A Square’ App and now offline on the interactive dPods.”
Sandra Doyle, Sales Manager of CBS Outdoor said the campaign was “a great opportunity” for it to showcase the power of digital out of home and demonstrate how interactive out of home drives superior levels of engagement.