The latest news brand Christmas partnership surprise and delights commuters.
Metro produced its first ever video-embedded cover wrap, as part of Mail Metro Media and M&S’ Christmas partnership.
As well as 5,000 commuters at London’s Euston, Waterloo and Liverpool Street stations receiving the wrap with the M&S Christmas jumper ad featuring House of Pain’s ‘Jump Around’ playing on the cover, at London Bridge station there were flash mobs, including dancers from the TVC shedding their disguises as regular commuters, to recreate the dance from the advertisement.
The activity marks the second stage of the standout partnership, brokered through Mindshare, which started with a musical cover wrap of Metro last Tuesday, bringing to life the retailer’s TV advert Go Jumpers this Christmas.
Nationwide this morning, all Metro newspapers also carried a cover wrap and MailOnline featured sponsored articles promoting both the advert and new jumper collection from M&S, as well as running the advertisement itself in the site’s first full video takeover.
Anne Shooter, Head of Commercial Partnerships for Mail Metro Media, said: “This action-packed, cross-platform campaign is proving to be a truly exciting way to engage Metro and MailOnline readers to show them the incredible range of jumpers M&S has on offer this Christmas – and to put a smile on everyone’s faces.
“There is nothing we like more than being able to create and execute innovative, fun, impactful campaigns like this for clients and the teams at M&S and Mindshare have, as ever, been fantastic to work with on this campaign.”
Fleur Stoppani, Chief Client Officer at Mindshare, said: “To cut through the competition at this busy time of year, M&S need to make the most of their fun and energetic Go Jumpers ad. We have partnered with Mail Metro to create a series of experiences that brighten our customers’ day again and again, from audio wraps to video wraps to flash mobs in stations. Go jumpers for Christmas will be unmissable.”
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