THE BURIED LIFE INTERACTIVE STOREFRONT by MAUDE USA, Monster Media for MTV

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THE BURIED LIFE INTERACTIVE STOREFRONT

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Industry TV Channels/Radio Stations and Programmes
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market United States
Agency MAUDE USA
Agency Monster Media
Account Supervisor Brett Spiegel
Released January 2010

Awards

One Show 2011
One Show Entertainment Events and Installations Merit

Credits & Description

Category: Ambient: Digital Outdoor
Advertiser: MTV
Product/Service: REALITY TV SHOW
Agency: MAUDE
Agency: MONSTER MEDIA
Account Manager: Margaret Barreto
Account Supervisor: Brett Spiegel
Other Credits: Damon Burrell; Jolina Hoang: Craig Woerz
Date of First Appearance: Jan 11 2010 12:00AM
Entrant Company: MAUDE, new york, USA
Description of Ambient execution
MTV’s “The Buried Life” documents the soul-searching journey of four young Canadians who set out to answer the question “What do you want to do before you die?” They came up with 100 answers and set off across the United States to check each one off their list.Since their question has such a resonance with so many people, we decided to let everyone answer it their own way. The Interactive Storefront let MTV engage directly with people on the street, asking them not only to consider the question but to offer their own answers, too. In the storefront, we provided three ways for users to engage with this never-been-done-before experience:1) The first screen featured a touch keypad which let users enter their name, home state and their response. After submitting their entry they also had the option to post it to their Facebook Newsfeed. This marked the first time where users could interact with their Facebook accounts through a digital storefront execution.2) Adjacent to the keypad was a scrolling list of responses collected in real time from the storefront, online banner ads as well as the series' website. A moderation system was implemented to ensure that any inappropriate entries were removed prior to posting in the list.3) Another section of the storefront housed a touch screen video wall, which introduced consumers to the cast and provided a behind-the-scenes look at the show. Each clip was also featured as a thumbnail image below the large video player, so users could select the video that they wanted to play via the touch screen.The campaign achieved an astounding 14,572 video plays and collected 5079 responses to the Buried Life question list. A total of 117 entries were also submitted to users’ Facebook Newsfeeds, which is even more impressive since this was not a format users were accustomed to using to access their social media accounts.