DAILIES TOTAL1's Poster Stages a Staring Contest Challenge
Laura McQuarrie — December 3, 2014 — Marketing
References: dailiestotal1 & prexamples
'The London Stare' is an interactive poster from DAILIES TOTAL1 that dares people on the street to accept an impromptu staring contest challenge. Since the digital advertisement was set up to detect blinks with facial recognition technology, it was a fun way for people to put their eyes to the test. If someone managed out out-stare one of four taunting characters like "The Boss," or "The Hipster," they were rewarded with a voucher for a contact lens trial, which the poster printed from the poster on the spot.
The interactive DAILIES TOTAL1 ad is a great way to attract attention on the street, draw people in and reiterate that nothing should "make you feel uncomfortable," especially when it comes to your eyes.
The interactive DAILIES TOTAL1 ad is a great way to attract attention on the street, draw people in and reiterate that nothing should "make you feel uncomfortable," especially when it comes to your eyes.
Trend Themes
1. Interactive Advertising Posters - Facial recognition technology in interactive advertising posters introduces opportunities for gamification and customer engagement.
2. Staring Contest Challenges - Staring contest challenges as a promotional mechanism demonstrates the trend towards gamification as a unique marketing tool.
3. Real-time Printed Promotional Codes - Real-time printed promotional codes as a reward for completing challenges showcases the trend towards instant gratification and personalized customer experience.
Industry Implications
1. Advertising - The interactive poster demonstrates the potential of using technology and game-like features to create attention-grabbing ads that boost customer engagement.
2. Eye Care - The poster promotion reinforces the message that eye care does not need to be uncomfortable and can be resolved through trial and error when individuals use contact lenses.
3. Marketing - Gamification in marketing has become a growing trend that promotes a more interactive and customer-engaged strategy.
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