CBS And McCann Erickson Create New Real-Time Campaign
CBS Outdoor and McCann Erickson have joined forces to create the first ever campaign to directly publish real-time web content onto the underground’s digital screens.
The campaign, which has been planned by OMD, is set to run for two week across the capital from today.
Jon Lewen, account director at CBS Outdoor’s Alive, said: “McCann Erickson stole the show with this creative campaign, which shows the extent to which new digital outdoor formats can converge with other media channels.”
MRM and Chrome produced the campaign, which extends Intel’s online Intel Studio activity – providing customers on the move with real-time content updates.
The Intel Studio website allows unsigned bands to upload tracks, which are then voted for by users, while the new campaign links DEP screens on the London Underground to the Intel Studio site and then reveals the top 5 bands.
Footage and data will be pulled in live from the Intel website each time the ad runs and the chart positions will update on the DEP screens to match real-time voting trends.
Mark Fallows, director of digital content at McCann Erickson, said: “Pushing the boundaries of what is possible using emerging digital outdoor technologies demands that we work more collaboratively with media owners.
He added: “Working closely with the CBS team in the early stage of the creative development process allows us the maximize the creative impact of our work, and make the most of the medium for our clients.”
CBS: www.cbsoutdoor.co.uk