Travelzoo and Visa
One of the earliest and most successful digital outdoor campaigns was launched in Canada in June 2006 by Digital View and Pattison Outdoor Advertising for Nike Canada to kick off the World Cup. Digital signage of well-known soccer players was created and broadcast throughout popular shopping malls in Montreal, Toronto and Vancouver.
Consumers were encouraged to select, via text-messaging, one of five Nike soccer videos that rotated on the screen. Text messages were routed to an SMS receiver device controlling the output of a digital signage player; the chosen video was then played in full audiovisual mode. The program was able to track the video's popularity by counting requests; consumers were reeled in by getting return messages. They were encouraged to visit a dedicated website and opt-in to receive other Nike news via SMS.
Some recent innovative campaigns:
Travelzoo
The global internet media company rolled out an interactive ad campaign at Las Vegas' McCarran International Airport that ran 24/7 from July to the end of August. Large-scale projections encouraged traveler participation. The campaign featured breaking news on travel deals. In two airport concourses, projections displayed real-time travel deals offered on the company's website. In another concourse, real-time travel deals were spun on Travelzoo slot machines when consumers engaged the 8'x 20' ad. At yet another concourse, travelers could star in their own ad -- they were projected into two huge interactive plasma screens that utilized immersion technology.
Image courtesy of Sophia Wallace
Life Takes Visa
Launched by Reactrix, consumers were able to "paint" with different colored blobs of virtual paint on an interactive mat. It not only encouraged user-generated content, by a multi-user, cooperative interaction with the brand. Users ranged from casual passers-by to artists creating detailed imagery on the 6'x8' displays. Ribero said this type of interactive display allows brands to place media in locations where media has never been deployed before.
"It's comparable to a digital campfire -- a larger-than-life display format allowing consumers to immerse themselves in the media and interact with brands, and each other, in a way that's similar to how they would in real life," Ribero said. "In fact, it's so intuitive, it's even clear to pets how to participate."
