In pictures: IMP creates Googlebox booth for Sofaworks

Experiential agency IMP has partnered with Sofaworks to create an interactive booth to promote the furniture company's sponsorship of Channel 4 show Gogglebox.

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The Gogglebooth is currently on tour in UK Sofaworks stores, on track to visit Leeds, Doncaster, Rotherham, Nottingham, Coventry, Reading and Thurrock after appearances in Paisley, Stockton-on-Tees, Bolton and Liverpool.

The activation has been designed to support the brand’s #Sofasloths campaign by encouraging visitors to share their selfies in the booth, with help from a guide to 'the best slothing styles'. They can also take part in an iPad quiz, which tests knowledge of Gogglebox, sloths and sofas, to win prizes.

It is the second time IMP has created the Googlebooth for Sofaworks. Earlier this year the experience was designed to capture Googlebox-style content of shoppers watching a video montage from the previous series. This was edited and uploaded onto Sofaworks’ YouTube channel.

Sofaworks told Event that for the most recent campaign, the brief was refined to create a more interactive user experience that guests could access quickly and independently.

Sarah Lynch, branding and advertising manager at Sofaworks, said: "The Gogglebooth has been a really powerful activation for us. We've had a huge amount of engagement from our customers and have seen an big impact on footfall at the stores who have hosted the booth.

"We worked closely with IMP at every stage of the process, who made recommendations to make the booth more robust and easier to transport. The production team worked through all of the challenges we presented to deliver the booth to an extremely tight timeframe. The feedback from customers has been brilliant and the activation has really helped to raise the profile of our Gogglebox sponsorship." 

David Gibbons, director of IMP, added: "It's great fun working with such a forward-thinking client like Sofaworks. They're always open to suggestions, up for trying new things and not afraid to push the boundaries for technology and production which makes our experiential journey all the more enjoyable."

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