News America Marketing will test motion-sensitive P-O-P this summer through an exclusive partnership with Reactrix Media Systems.
Reactrix’s “Reactive Media” system projects branded content that’s triggered by shoppers’ movements; consumers can touch ads projected onto the floor or wall to make elements in the ad move. The animated P-O-P boosts brand awareness (86% unaided recall) and prolongs shopper visits, per Reactrix research.
Musicland is putting Reactrix’s system in more stores to hype new releases; displays in its Sam Goody store in Mall of America draw crowds. AMC Theatres adopted Reactrix P-O-P in theaters in 12 markets earlier this year.
New York-based News America will use the technology to enhance its SmartSource display vehicles.
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