Singapore - As part of the promotional efforts for Marvel’s highly anticipated film, Captain America: Civil War, Walt Disney Studios, Dentsu Mobius Media (DM2) and Clear Channel collaborated to launch the first out of home campaign that integrates real-time polling and live streaming on Clear Channel Play digital screens.
Captain America: Civil War finds Steve Rogers leading the newly formed team of Avengers after an incident involving the Avengers results in collateral damage, dividing them into 2 camps; one led by Steve Rogers (Team Captain America) and the other led by Tony Stark (Team Iron Man).
Staying true to the storyline, the campaign calls for Marvel enthusiasts and movie go-ers to choose their team and cast their votes on social media with the following two hashtags; #TeamCap and #TeamIronMan. This audio-enabled digital out of home campaign seamlessly integrates social media with real-time data. Through Stackla, real-time aggregate of the hashtags are being flashed on creatives that are specially designed by DM2 and CNS. It prompts commuters to participate as live results are being shared constantly.
Five carefully selected Play digital screens have been transformed into live polling stations for the public to vote for their favourite team. The digital screens alternate between an exciting 30-second movie trailer and a voting screen with real-time polling result displaying a simple call-to-action to “Touch the screen to choose your team”. Once the vote has been casted, the chosen team will be shown together with the updated result.
Live streaming of Captain America: Civil War’s Southeast Asia Blue Carpet and Premiere in Singapore will be also shown on ten strategically selected Clear Channel Play digital screens across Singapore on 21st April 2016 (Thursday) between 6.00pm to 8.00pm.
This star-studded nonstop action movie opens in the theatres on April 28, 2016. The campaign runs from 21st April to 4th May 2016 and Singapore is the first in South East Asia region to launch.
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“We are pleased to announce yet another first-in-market creative campaign with our long-standing partner Walt Disney Studios. A simple yet engaging concept that allows for interactions on many different levels; from the live screening of the movie premiere, live polling updates, audio-enabled trailer to live voting of their favourite team. Play delivers flexibility, immediacy and interactivity that are vital to this campaign. It has showcased the capability of our medium and demonstrated how brands can effectively integrate content (video) and digital/social media efforts with digital out-of-home advertising, making this a truly integrated campaign.” – Amanda Woo, Head of Marketing, Clear Channel Singapore.
Creative Agency: CNS Connections
Media Agency: Dentsu Mobius Media