Walkers’ latest ‘Spell and Go’ promotion invites people to collect the letters from special packs and spell a destination to win one of 20,000 holidays.

As part of the campaign for this promotion, on 9th May, Walkers launched a one-off interactive poster that invites passers-by to add select letters to their collections by making the shapes of those letters with their bodies. The letters to create are automatically served up by the poster and users are guided through the process with playful and humorous messages of encouragement.

The poster uses a bespoke creative technology solution, combining touch-screen, real-time gesture recognition and state-of-the-art machine learning to identify the postures replicating each letter. It is a truly innovative use of this technology for the brand.

The digital OOH promotion ran on 9th and 10th May, and will also run on 19th – 22nd May in Manchester.