A campaign for swiftcover.coms car insurance services has run using the digital billboard at Westfield shopping centre and a smartphone app that turned the screen into an interactive game. 

Developed by Screenreach Interactive and advertising company Ocean Outdoor, the campaign turned Android and iOS devices into a motion-controlled multi-player driving game.

The game allows drivers to compete against each other using Screenreachs Screach app, which allows two-way, real-time interactions between a smart device and content on other platforms, in this instance, the large format screen. The game is motion controlled, triggering the users on-screen car when a steering motion is made with the smart device.

Paul Rawlings, CEO of Screenreach Interactive says: “swiftcover.com is using Screach to deliver something truly innovative to its consumers. By converging these two media platforms and using our motion control and multiplayer functionality they are really going that extra mile to capture the imagination of consumers.” 

Shoppers interact with the driving game by downloading the Screach application to their smart device and entering code 60 into the keypad. Their device then turns into a controller for the on-screen content.

Participants can select from a number of car models and colours before making their way along the race route, competing against other users simultaneously. Called the 60 Second Challenge, the drive simulates Americas Route 66, allowing users to collect swiftcover.com tokens along the way.

Amanda Edwards, swiftcover.com senior marketing manager, says: “This campaign allows us to interact nicely with our target audience, albeit in a very different environment and using a game format which absolutely resonates with the sentiments of the Get a Life campaign.”

The app also connects with Facebook, and users can have their Facebook profile picture featured on the screen. Profiling features will appow swiftcover.com to learn more about its consumers, says the company.

Tim Bleakley, CEO of Ocean Outdoor says: “This imaginative and highly relevant outdoor campaign shows how well digital out of home advertising harnesses edgy technologies and clever content to deliver something a little bit different.”

The campaign ran on October 12 at Westfield. You can see a video of it in action here.