Manifestation of screened interactions

Screened interactions are popping up just about anywhere you can imagine. From fast food chains to high end retail stores, you can expect to have a more digitally enhanced shopping experience.

McDonald’s fast food chains in Europe have started implementing touch screen kiosks in place of humanoids to help take orders and money. “What’s next?” one might ask, computers to flip the hamburgers?

“It had to happen. Supermarkets have already started the shift in this direction, installing self-service tills so that their customers end up doing all the work.” — Giles Turnbull.

“The downsides? Hmm, touchscreen computers in a place stacked full of fried food. Sticky, greasy finger marks all over the screen. Ewww.” — Giles Turnbull.

Retailers are also jumping aboard the proverbial “touch screen” bandwagon.

“Retailers are placing interactive touch screens in and outside of stores to provide a more immersive and engaging experience.” JWT Intelligence.

The mass adoption of touch screens is escalating the number of digital screens with which consumers can potentially interact. Great! That’s just what we all need, another consumer touch point. These screens are not cheap and installation certainly isn’t free, which means that more and more of these units will begin to carry advertising to subsidize the cost. Our guess is that they will end up being a part of a digital network where you can purchase inventory in targeted locations like restaurants, retail stores and many others.

Note: Assistant Media Planner/Buyer Melody Loveday co-authored this article.



After attending ad:tech and seeing a series on innovation, I was inspired to think outside the proverbial box.  Many of the examples that were shown were interesting, but the ones I found most impactful were the ones that paired medias that you wouldn’t traditionally think would work together.  The following are just a few examples of how advertisers who have produced innovative campaigns and tactics that were attention grabbing and buzz worthy.

Showtime’s “The Franchise” & Foursquare

To promote the July 15 premiere of reality series “The Franchise: A Season With the San Francisco Giants,” Showtime partnered with the Major League Baseball to create a billboard display that dispensed baseballs, some signed by Giants, when people checked in on Foursquare at the MLB Fan Cave storefront in Manhattan. For those who automatically shared their Foursquare posts to either Twitter or Facebook or both — roughly a quarter of people on Foursquare — a “Franchise” ad and tune-in message was automatically sent to those social-media accounts.  I liked this execution for its simplicity – traditional OOH paired with Foursquare’s check-in.

Coca-Cola’s “Chok”

In Hong Kong, Coke was trying to target teens, which they learned were spending more time on their phones than watching TV.  They created an app that allowed teens to play a game called “Chok” when a specific Coke commercial aired.  Just 15 hours after the campaign launched, the “Chok” app had become the number 1 free app at the Apple store. It remained number 1 for another week and by the end of the third week, there were more than 300,000 unique downloads.

:15 Promo Spot:

:30 Interactive TV Spot:

Converse Domaination

Converse used a fairly common paid media, SEM, but in a very unique way allowing them to engage with their teenage audience in a manner that was personal to them.