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Perry’s Trail
Birmingham City Council
We partnered with Birmingham 2022 Games Partners to create a city centre trail featuring Perry, the mascot, as part of the ‘proud host city’ celebrations for the 2022 Commonwealth Games in Birmingham.
The trail aimed to encourage residents and visitors to get active and explore Birmingham by finding 17 statues and eight digital installations of Perry.
Using On screen AR technology, the trail encouraged participants to interact with the screen for 2-5 seconds to activate Perry, promoting exercise and donations to Comic Relief through a QR code on the screen. A DeepScreen® animation of Perry on the large format screen, New Street, served as the trail’s finishing point. Perry congratulated participants and welcomed visitors to the Games with a confetti animation.
- Territory United Kingdom
- Date July 2022
- Category Ents/Leisure
- Format Creative Solutions, Large Format DOOH, Multi-Format, Small-format DOOH
- Objective Broadcast Awareness, Consumer Activation
The campaign ran across eight Birmingham sites, resulting in 11,000 detections throughout the 20-day activation period, averaging 550 daily detections across the digital sites.
“This trail is another fun way for the people of Birmingham and visitors to embrace our Proud Host City status for the Commonwealth Games. I hope many people discover parts of our fantastic City they haven’t been to before, and that the trail generates plenty of funding for the good causes linked to this wonderful project.”
Cllr Maureen Cornish
The Lord Mayor of Birmingham
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