City Gateway Media and Screenreach Interactive are pioneering the Screach application on the Manchester Tower.

Screach will be used by City Gateway to invite audiences to see their Facebook profile image appear on the screen at their 19m high skyscraper site in Manchester’s Piccadilly area.

The public will simply have to download the Screach app, enter the unique code displayed on the Manchester Tower and instantly have their face appear on the huge digital screen. As an incentive to engage, everyone that interacts will be entered into a free draw to win an iPad2.

The campaign is being conducted as an experiment to assess the importance of audience engagement and interaction in an out-of-home environment. By building up a dialogue with the Tower’s two million throughput, City Gateway and Screenreach propose to present a review of the data collected throughout the project to build an ROI model that works on a CPR basis for advertisers and the digital-out-of-home industry as a whole. The trial begins today and will continue for a number of weeks.

Richard Rowley, Sales Director at City Gateway Media said: “By working with Screenreach we are creating an opportunity to look further into how consumers behave and react to interactive out-of-home experiences. We’re very excited to see and share the results.”