Dubai firm 'gamifies' mall DOOH campaign

April 6, 2012

Dubai-based Advanced Interactive Media Solutions, a Scala Middle East partner and provider of digital signage solutions, recently deployed a digital signage and kiosks campaign for the Alokozay Group of Companies aimed at enhancing brand awareness through interactive gaming functionalities.

AIMS developed and deployed custom-built kiosks at Mall of Emirates, Deira City Centre and Mirdif City Centre for the campaign, and using Scala software to create interactive digital content that integrated social media and interactive gaming features.

The digital signage kiosks were deployed with back-to-back, 42-inch touchscreen displays that vistors used to play a memory game and to register for more features. The campaign also featured built-in camera functionalities and Facebook integration.

The kiosk displayed Alokozay branding when idle with a scrolling ticker text bar at the bottom of the screen inviting the public to "Play Scratch, Match & Win Game and get a chance to win instant prizes." The interactive memory game would be launched once the user touched the screen.

"The digital signage campaign that AIMS developed for Alokozay Group of Companies strongly demonstrated the strategic benefits of digital signage technology, particularly for mall-based campaigns," AIMS CEO Ahmed ElRidi, said in the announcement. "The Alokozay campaign attracted huge crowds because the public enjoyed the interactive and highly engaging gaming experience. Moreover, AIMS also used a state-of-art audience measurement system, which allowed Alokozay to effectively gauge the campaign's success. Interactive digital signage has certainly captured the attention of advertisers as an invaluable advertising tool that effectively boosts brand awareness and ultimately helps drive sales."

The digital signage campaign's interactive gaming features were activated when the player touched the "Play Button," which prompted the player to register using a virtual keyboard. The player could then choose to take his/her photo before proceeding to the game. After completing the memory game, the player's score and photo were then uploaded to the Facebook fan page of Alokozay. Players also received an email from Alokozay containing the link to the fan page and thanking them for taking part in the campaign.

Read more about DOOH advertising.

Topics: Digital Signage , Display Technology , Retail

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