With team USA through to the next round of the World Cup, soccer fever has finally arrived in Orlando (home to Monster Media), one of the top US cities for soccer viewers.
Monster Media is of course quite famous for developing award-winning interactive Out-of-Home applications. I’m willing to bet that Monster’s World Cup Penalty Kick application will be a contender for another trophy.
Penalty Kick features a 3D rendered soccer player taking penalty shots. The user stands in front of the screen and tries to catch the ball. The interface uses a Kinect-like approach, where a camera detects zones of user movement and calculates if the user is in the path of the ball’s trajectory. After 3 misses or 60 seconds, the game ends. Top scores make it to a leaderboard and, depending on brand objectives, can then be linked to further activations including social media, offers and coupons.
In USA, Coke branded Penalty Kick for a coast to coast campaign targeting consumers in McDonald’s. Monster’s mobile trucks were used to literally take the game on the road from Florida to California stopping off at numerous McDonalds’ carparks. That campaign ends next week.
In Mexico, Telcel, the country’s largest wireless carrier is also a sponsor of Mexico’s World Cup team. Monster branded the penalty Kick game for Telcel (adding their signage to the stadium and adding Mexico’s celebrity player Gullit Peña to the game.
Working through Cara Digital and Havas Media Group Mexico, Monster licensed and trained the local teams to enable an interactive network of 3×3 and 2×3 walls in 5 Telcel stores. The network also featured 24/7 remote diagnostics and monitoring. That campaign runs for 100 days in Mexico.
These campaigns show how innovative companies are leveraging out-of-home signage to give consumers more reasons to fall in love with their brands.
