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EA pushes Battlefield 3 launch with OOH takeover

EA Games has launched a complete out-of-home (OOH) interactive takeover of London’s Waterloo train station for the launch of Battlefield 3.

The takeover includes 15 Primesight locations and features 18 panels. QR code technology and near field communications (NFC) are present on a number of panels, enabling smartphone and tablet users the ability to interact with the ads. A free wireless network will also be set up in the area which will direct users through to Battlefield 3 content. The network will work within a 250 metre radius of any poster.

Varying creative executions have been use to create a ‘Battle of Waterloo’ scene around the station, which has a daily reach of 240,000 people.

“The Primesight Waterloo domination allowed us to make the right statement at the right time,” said Kevin Flynn, senior product manager at EA Games. “It looks incredible and we’re delighted with the results.”

Dean Kelly, London