Passers-by are being invited to visit the brand's pop-up for the chance to create their own animated GIFs at one of two photo booths. The GIFs are then sent to participants’ mobile phones, enabling them to share the bespoke animations on social media.
There are also opportunities to feature in Mentos’ advertising - individuals can opt to have their GIF featured on the Arndale Centre’s digital signage network.
The circular Tubbo structure, which is distributed by Mobile Technik in the UK, was selected as it is thought to resemble a tube of Mentos mints, meanwhile it’s see-through exterior enables passers-by to see what is happening within, encouraging them to get involved.
The activity has been delivered by Walker Agency, and represents the second phase of the brand’s multi channel 'Who says no to Mentos' campaign. It forms part of the brand’s global repositioning strategy and includes TV, social media and PR.
Zennen Thomas, account executive at Walker Agency said: "The response from the people coming up to the Tubbo and taking images of themselves has been phenomenal and it’s great to see the reaction of adults and kids watching their GIFs live across the shopping centre screens.
"Mobile Technik was the ideal supplier for this project as we knew exactly what we were looking for – a structure that resembled a Mentos tube that was versatile, weatherproof and could be branded with the new strap line. They have extensive knowledge of outdoor campaigns and gave us great advice, customer service and a quick turnaround time."
Event's Christmas party included a festive GIF experience, with the top 10 animations available to view here.
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