U.K. self-storage operator Big Yellow Group PLC has launched an interactive marketing campaign at the Westfield shopping center in West London with a 1970s “Space Invaders” theme. A company poster depicts a self-storage version of the classic arcade game. Visitors who use their smartphones to scan a quick-response (QR) code on the advertisement effectively turn their mobile devices into controllers, enabling them to play Big Yellow’s version of the game.
Instead of shooting at aliens, players can destroy household goods such as televisions, bicycles, dressers, lamps, sofas and other items. The promotion is part of the company’s larger “Get Some Space in Your Life” campaign. The idea for the interactive theme came from marketing and advertising firm CHI & Partners. It was produced by The Confessional, a digital production company, according to the source.
Big Yellow is also showing a 20-second video of the game on a digital screen at Fenchurch Street train station in Central London. The company's logo and campaign tagline appear at the end of the clip.
Big Yellow Group operates 66 self-storage locations in the United Kingdom under the Big Yellow Self Storage brand name, with most concentrated in Greater London. The portfolio comprises 4.2 million square feet.