Antionette O’Callaghan at CBS Outdoor invited us to present at their Interactive Europe Research presentation to a European wide industry gathering at Westfield in London last week. Whilst the ladies ooh’ed and aah’ed about the fantastic shops at the highly impressive Westfield, the gentlemen in the group were more excited about the Olympic stadium being built directly beside the Westfield site.

The International Marketing Director for CBS Outdoor, Anna Reeves lead a very impressively and immaculately put together presentation on a major piece of research conducted for CBS Outdoor by Kantar on Interactive Outdoor-Insights and Opportunities. Nick Astley and the Mindshare London team presented on Nike campaign for the Olympics. We presented on our interactive can dispenser activity for Coca-Cola at Christmas, where we used interactive 6 sheets at 7 Shopping Centre locations to distribute 50,000 free cans of Coke.

Delightfully, I was also able to present the Dublin Does Fridays campaign which combined strong outdoor multi format activity with excellent online and social media activity. Sarah Sherry and Jonathan Forrest at Cybercom and client for Vintners Federation of Ireland, Valerie Rice allowed me to present the case study on their behalf. The work by Cawley Nea/TBWA and Cybercom was thought by the audience to be a brilliant and effective way to use outdoor to drive social media conversation. My stories explaining ‘The Forty Foot’’ and why you’d have shrivelly bits after a trip there got a big reaction.

Finally, all of the European teams are keen to go to Coppers, on their next visit. A long day in London but a brilliant one. Thank you to everyone at CBS Outdoor. We will certainly be including more ‘Interactive’ outdoor ideas in our 2012 client plans. If you want a copy of the research, get in touch with Antoinette.ocallaghan@cbsoutdoor.ie.