Intel campaign sends live voting info to tube screens

LONDON - Intel has become the first advertiser to use the ability to refresh London Underground digital screens in real-time with a campaign that shows who is currently topping its 'battle of the bands' style competition.

The campaign, created by McCann Erickson and produced by its digital division Chrome and MRM, extends Intel's online Intel Studio activity onto digital escalator panels and cross-track projection.

The Intel Studio website allows unsigned bands to upload tracks which other site visitors can then listen to and rank according to their favourites. The best acts as voted for are then offered support slots at a series of Intel Studio gigs.

McCann Erickson has created bespoke content for the escalator panel screens, which will link to the Intel Studio site and then reveal the current top five bands across various music genres.

Each screen will track a different music genre with charts including band names, chart positions and band photos pulled in live from the Intel Studio website each time the ad runs.

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."

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. For us CBS Alive have been the perfect partner."

 

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