The campaign is being executed to promote the release of the Monty Python Live - One Down Five to Go DVD. It involves graphics of the footprint placed on top of 558 phone kiosks around London, Manchester, Birmingham, Liverpool and Edinburgh. Consumers are being encouraged to find the foot prints, take selfies with the build and post them to social media channels using the hash tag #pythonphone to be in with a chance of winning the new DVD.
The Monty Python-branded phonebooths will also incorporate a Quick Response code to take people to a dedicated mobile site where they can hear one of ten specially recorded answerphone messages from the Python team.
Daniel Kavanagh, account director at MJ Media, said: "Despite a challenging budget, we really wanted to help Eagle Rock Entertainment engage fans by bringing Monty Python’s iconic artwork to life. By using special builds we were able to ensure this was done in a creative, exciting and original way.
"By working closely with the client to amplify the campaign across their social media channels, we’ve taken a regional campaign, maximised cut-through and engagement and generated national exposure during one of the most competitive periods of the year."
Daniel Carey, business director at Posterscope, added: "With an iconic and irreverent show like Monty Python, it was essential that the out-of-home activity followed a similarly anarchic route. The use of the equally iconic ‘Foot of Cupid’ special builds was a perfect way to deliver the same humorous tone as the show, in turn engaging with their core audience, whilse delivering cut through in the busy pre-Christmas period.
"In addition, integrating the OOH with mobile and online activity via the use of selfies and QR codes, will further help to drive interaction and word of mouth, both in the offline and online space."
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