Primesight, the outdoor media owner, has teamed up with EA Games to launch a complete take-over of Waterloo station with an innovative ad campaign for Battlefield 3 - set to be one of the biggest game releases of the year.
Launching on 24 October, the campaign will dominate the iconic London area, covering 15 Primesight locations and featuring 18 panels - a media first in scale. Different creative executions will be used to create 'Battle of Waterloo' scenes around the station.
As well as featuring Quick Response technology a number of panels will also feature Near Field Communication (NFC) - a new wireless technology which enables users to interact with their surroundings by touching their phones - this will offer passers by the opportunity to interact with the billboards and posters directly from their smart phones.
A free wireless network will also be set up in the area which will direct users through to Battlefield 3 content - this will uniquely be open to anyone within a 250 metre radius of any poster. No password is needed, the product name will appear on their mobile which they can click to link through.
Naren Patel, Primesight CEO said: "This is a campaign execution on an impressive scale - we wanted to book an outdoor opportunity which was unique and exciting, not only in scale but in enhanced user engagement, to match the anticipation of the game launch."
Kevin Flynn, senior product manager at EA Games, said: "The Primesight Waterloo domination allowed us to make the right statement at the right time."