- First time ‘Snap to Unlock’ has been used on OOH in Ireland
- Combination utilised to promote the up-coming thriller ‘Happy Death Day’
As the Halloween horror season draws near, Universal Pictures has teamed up with Kinetic, the leading agency in helping brands connect with and activate their audiences while on the move, and Mediacom, media agency, to promote ‘Happy Death Day’, an up-coming thriller in cinemas across Ireland on October 20th. Out of Home advertising and Snapchat are being effectively merged to drive engagement with the general public around the new release. The innovative OOH campaign features a unique SnapCode, which consumers are encouraged to ‘Snap to Unlock’ if they dare.
The trend of combining OOH and Snapchat is a global movement, and as the leading agency in activating brands and audiences on the move, Kinetic is the first OOH agency to utilise the ‘Snap to Unlock’ function on OOH in Ireland. Passers-by simply open their Snapchat App and snap the Happy Death Day poster which contains a ‘Snap to Unlock’ code. They are then transported to the movie trailer with an option to purchase cinema tickets.
Commenting on the campaign, David Burke, General Manager, Universal Pictures International Ireland said: “Universal Pictures is delighted to be the first advertiser in Ireland to use the Snap to Unlock function on OOH for Happy Death Day. Working with Kinetic and Mediacom, we are always looking for new and innovative ways to engage with our audiences. Integrating OOH and mobile allows to reinforce our message in both the physical world and the mobile space increasing our reach and relevancy.”
The campaign is running from 9th – 22nd October to contextually link in with the Halloween season. To engage with relevant target audiences, the strategically planned campaign can be seen in Ballsbridge, which is in close proximity to the Nightmare Realm at RDS, Ireland’s number one scare attraction.
Susan Murtagh, Account Director, Kinetic said: “OOH and Mobile applications are perfect partners. Research tell us that 68% of mobile activity is done on the go, while Snapchat is particularly relevant for younger target audiences. At Kinetic, we seek to digitally extend OOH to mobile, social and other interactive platforms. By combining OOH with Snapchat in this innovative campaign for Universal Pictures, we are driving people to take action in context.”
In addition to Digital OOH, the unique campaign can be seen across other Out of Home formats including Luas Portraits, Campus screens and 6 sheets. Universal Pictures ‘Happy Death Day’ goes on general release from Friday, 20th October 2017.