Our agency I Spy Tablewrap competition came to an end on March 28th. Not only did we make 5 lucky winners £250 richer, but we gained further insight into how our Tablewrap format can create an experience for an audience. One of the major benefits of the Tablewrap is its ability to engage and interact with an audience, aided by its positioning in long dwell time environments such as coffee shops and Universities. The idea of the competition was to allow agency planners to experience this for themselves by turning the Tablewrap into a game of I Spy and allowing users to enter via Twitter, showing how easily it can link in with social media, which is becoming more and more important to advertisers. It was interesting to see how the competition created such a talking point across the agencies and how the tables sparked conversation on Twitter. This shows how brands can engage in two-way conversation with their audience by using a Tablewrap.
We understand how OOH is evolving and how important it is to be able to offer an extra element to a campaign. Across the 5 agencies involved (Carat, MEC, IPG Mediabrands, Havas & PHD) we received a total of 396 Twitter entries and increased our number of Twitter followers by 22.5%. Many entrants tweeted numerous times over the 2 week period and we saw instant spikes as we communicated clues through our own Twitter feed. The idea of creating a brand experience on Tablewraps has been executed to great effect with a number of our recent clients, none more so than eBay’s current NFC Coffee Shop Tablewraps allowing audiences to interact with the brand through their smart phones.
We would like to say a huge thank you for all the agencies who took part, everyone who entered/tweeted and congratulations again to our 5 lucky winners. Claire Limb (Carat), Nathalie Bishop (MEC), Natasha Halhead (PHD), Ben McIntosh (IPG Mediabrands) and Rhiannon Moore (Havas).