Interactive digital out-of-home display vans, Digiadvans, are touring the UK with live demonstrations of Disney's new video game Disney Universe.

The Digiadvans trucks are equipped with close proximity interactive technology, which allows people to interact with the game via HD screens embedded in the vans' sides.

"Not only are we solus with this street level technology, we also developed and utilised our audience measurement software which allowed us to monitor the OTS, dwell times and gender percentages from each location that the Digiadvan attended," says Adam Dixon, head of media, Digiadvans. "This is critical feedback to the client as they can strengthen their next strategies and better the overall development of the route plan and subsequent target audience."

He adds: "I am delighted with this interactive campaign so far."

The multi-week tour passed through London and Birmingham this week and continues in Manchester, Newcastle, Glasgow and Edinburgh.