Walt Disney has partnered with Clear Channel to promote Pirates of the Caribbean: Salazar’s Revenge via an interactive digital out-of-home (OOH) campaign.
The OOH campaign, which runs until 4 June 2017, features three motion sensor activated Play digital screens strategically placed outside three high footfall sites – Plaza Singapura, Liang Court and Chinatown Point. Consumers are encouraged to wave at the panels, thereby prompting an image of Captain Salazar to appear on screen and address the viewer directly with “Find Sparrow for me”.
Amanda Woo, head of commercial, Clear Channel Singapore, said, “The interactive element effectively draws audiences to the advertisement and into the story, building anticipation and excitement towards the movie’s release.”
She added, “The execution leverages on ready-to-use capabilities of Play, cleverly showcasing Walt Disney’s content. It has always been a part of our digital ambition to provide the most innovative and flexible platforms to meet advertisers’ objectives, and this campaign successfully demonstrates that.”