Harry Potter premiere streamed to digital billboards18 July 2011
The final instalment of the Harry Potter series; Harry Potter and the Deathly Hallows, Part 2, premiered in London recently, with hundreds of fans turning up at Trafalgar Square to see its stars on the red carpet. For London commuters who couldn’t make the premiere, Warner Bros. streamed footage live from the event to Transvision digital billboards at major train stations across the capital.
Working with Warner Bros. Grand Visual, Kinetic, PHD and JCDecaux devised the campaign which featured live footage from the red carpet and included a ticker text commentary on the proceedings. Artwork was supplied by GP London and the footage and commentary was streamed using Grand Visual’s OpenLoop platform which allows advertisers to manage live copy executions across all major UK DOOH networks.
Warner Bros. is the first film studio to stream premiere event footage live to digital billboards in the UK. Footage was streamed to 10 JCDecaux Transvision Screens in a station domination that ran from 4.30pm – 7.30pm on the night. The live action digital billboards support a broader digital and out of home push planned by PHD and booked by Kinetic.
“Digital OOH technology and infrastructure now allows advertisers to run live and dynamic executions that can capture events as they happen,” said Dan Dawson, digital director at Grand Visual, “and deliver an exciting and rewarding viewing experience.”