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01/09/2013 by
6473 views

How Mobile & Interactive OOH Are Feeding The Pigs?

Where most brands have succumbed to mass mediocrity, Compassion in World Farming is entertaining consumers with mobile and interactive OOH to feed the pigs.

How Mobile & Interactive OOH Are Feeding The Pigs?

Most CMOs know that mobile is the next gateway to content, communities, brands, friends and commerce.

But what if you mash-up mobile with interactive Out of Home?

Mobile & Interactive OOH Feeding the Pigs?

To showcase the benefits of free range farming to Londoners following the recent meat labelling scandal, the farm animal welfare charity and marketing agency combined apps with apples on a highly innovative project.

How Mobile & Interactive OOH Are Feeding The Pigs?

How Mobile & Interactive OOH Are Feeding The Pigs?

Reconnecting Londoners with the origins of the food they eat, The World’s First Really Live Feed took place between 10-11am and 2-3pm, 14-18th May at the Eat St interactive billboard, Westfield shopping centre, London.

Here, shoppers fed free range pigs on a farm in Buckinghamshire by donating £1 through their smartphones. They then ‘threw’ the food using their phone’s accelerometer, which connected via an innovative app to the feed machine at the farm. This threw an apple towards the pigs, who munched away.

The shopper was thanked personally on screen and on their phone and invited to feed the pigs again, or receive updates and make a regular donation to the charity. They could then share this ‘thank you’ on Facebook to raise additional awareness of the event.

The interactive billboard, located amongst restaurants and cafes, was chosen for its relevance to the subject matter, engaging shoppers when they’re making choices about the food they eat.

Watch the entertaining mash-up campaign here on video:

So you have now seen the campaign and its aftermath. This is how the foreplay started:

A series of subtle motion digital teaser ads at key billboard sites around the shopping centre ran in the week before the event. During the week itself, ‘Feeding time at the Farm’ executions replaced these.

In addition, ten second full motion ads ran on the Eat St billboard between the two daily feeding times, inviting people to take part in the next one.

My Opinion

A superb way of entertaining and engaging consumers by Compassion in World Farming and their agency Elvis.

The usage of the mobile phone and interactive OOH is inspiring to many in our industry, I hope.

Agency Elvis is now on my watch list, since they also surprised me with their Cadbury Creme Egg campaign.

What About You?
How do you rate feeding the pigs like this? Let us know in the comments below.

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About the Author
Igor Beuker was CMO at 3 listed companies, chairman at the IAB, jury member at Webby, AMMA and Esprix awards, founder of 3 digital agencies (sold to WPP) and global Chief Social Officer at Mindshare. Now he is freejack consultant and still a sought after keynote speaker.