CBS Outdoor’s online urban community, work.shop.play. has announced the return of its ‘Look for longer’ campaign, which aims to highlight the power of CBS Outdoor advertising to businesses.
The game debuted last year and attracted 578,777 visits from 297,205 unique users across 170 countries. As a result, in September, work.shop.play. invited members of the public to submit their ideas for ‘Look for longer two’.
Working in collaboration with creative agency, Clinic, the game is being promoted all over London. Sixty-five large ‘Look for longer’ posters challenge the public’s lateral thinking, testing their knowledge of the city’s iconic tube network will appear in 45 major London Underground stations. Passengers are then asked to submit their answers at lookforlonger.com, as well as interact via tweeting @lookforlonger and via the hashtag #lookforlonger.
As soon as someone reaches a perfect score, their name is automatically included in the #100club page of the main website. This gives them the opportunity to download the exclusive #100club ‘twibbon’ – a bumper-plate like sticker for a Twitter or Facebook avatar.
All answers will be entered into a prize draw where entrants will have the opportunity to win prizes including a Samsung Galaxy Camera and Beats by Dr Dre headphones.
Plus, once entries close, limited edition ‘Look for longer’ prints will be available to buy in the Transport for London shop. All proceeds will go to the London Transport Museum charity to preserve transport heritage through education programmes.
Simon Harrington, marketing director at CBS Outdoor UK said: “The first ‘Look for longer’ game set the bar high, and was always going to be hard to top. Naturally we want its successor to be even bigger and better. Like last year, the game should not only benefit from the full weight of traditional outdoor advertising on the underground behind it; but it should also generate considerable buzz across social media networks. ‘Look for longer’ taps into our curiosity and shows the benefits of engaging with an audience that is highly responsive and hyper-connected. Meaningful interaction with consumers results in more positive brand affinity, and provides opportunities to listen and respond in a valuable way.”
Players have until 15th December to enter their answers via lookforlonger.com.
