To celebrate the release of Dell’s new Inspiron 15 7000 Gaming Laptop and Sony Pictures’ Spider-Man: Homecoming, Dell wanted to bridge the gap between physical and digital by placing audiences in Spider-Man’s shoes with an immersive out-of-home (OOH) plus mobile experience in Times Square powered by Dell Precision mobile workstations. Kinetic helped Dell launched this campaign.
Dell allowed four-players at a time to control Spider-Man as he raced to the top of a real-life New York City skyscraper using their mobile phones. The game play was simple, but incredibly compelling. Fastest times were posted on a daily leaderboard, and players could also enter to win a $100 promotional gift card to use on Dell.com
This interactive OOH game built brand equity for both Dell’s new gaming computer as well as Spider-Man: Homecoming, which swung into theaters on July 7 to a $117 Million Domestic opening weekend.
The result was amazing, 45MM OOH media impressions, 3,137 non-unique total game players, 40 million impressions via PR efforts, 85% capacity throughout the activation, above average for DOOH activations involving 2nd screen gaming.
Source : Kinetic USA