Iceland launches interactive Facebook Live campaign
Devised by independent media agency the7stars and social distribution company Jungle Creations, the campaign also looks to highlight the UK's food waste problem.
The campaign was launched with a competition featuring an ice statue containing £700 worth of notes being broadcast live via Viral Thread, Food Envy and Twisted Facebook site. Viewers are asked to guess how long it would take the sculpture to melt for a chance to win the hidden money.
Andy Thompson, social manager at Iceland, said: “We’re really excited about getting the public involved in our new campaign. Our continued #PowerofFrozen activity has always been about re-educating customers to the value and quality of frozen food, and by involving them in the campaign we hope to reach existing customers as well as new consumers who don’t currently shop frozen.”
As fish is one of the main foods that benefits from being sold as frozen, the campaign also includes a host dressed as a fisherman being directed by the public in real-time. Directions from viewers are projected onto the wall behind the host, adding an interactive element to the campaign.
Isobel Mooney, digital account lead at the7stars, said: “We wanted to use an entertaining set up to show the general public that by using frozen food over fresh it’s not only better for the environment but also for your budgets. The campaign drives a positive message through championing interactive advertising at its best.”
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