The onscreen model on this Time Square billboard shoots images of passersby and even plucks them out of the crowd to make them part of the action. It's not clear how it will help sell clothes, but it does position the brand as cutting edge.
In my new book, THE ON-DEMAND BRAND, I look at how an increasing number of brands are using augmented reality to connect and engage consumes in amazing new ways. This billboard, launched today, is just one example of what is becoming a major trend.
As James Squires, Space150's director of technology, tells FastCompany: "Since it sits above a pedestrianized part of Times Square, we knew there would be big crowds in front of this billboard all day. But people only look at billboards for six seconds on average. We wanted to extend that."
Read more about the initiative, here.
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