Multi-touch screens and projections (which can be manipulated with two hands or by several people) are often demonstrated by people with a strange desire to constantly resize their photos and move them around! Chilean DJ’s Rodrigo and Pablo Martin however, make much better use of this technology through the creation of a projection based music mixing display. Variations on this theme could make for a hugely popular interactive window or OOH screen installation.
Posterscope have partnered with technology pioneers LocaModa to produce a paper entitled ‘Sociable Media : Seven ways to connect online and offline social experiences to deliver engagement, advocacy and brand affinity’.
Click here to download a free copy of the paper which explores ways in which brands and agencies can move from just talking about mobile/social/OOH convergence to actually incorporating it into campaigns.
Posterscope and the Cloud and Compass have partnered to create a brand new convergence based product – Augmented Outdoor.
Augmented Outdoor (AO) enables real world interaction for brands delivered through the integration of digital signage, bespoke digital OOH installations and smartphones.
As part of the experience, OOH screens provide public displays of user generated content, status updates, user activity, emotional barometers and data visualisations, all relating to consumers that are involved. They can also act as ‘check-in’ points.
The accompanying bespoke mobile app allows the unlocking of location based rewards and content plus augmented reality content over-layed on to real world locations and objects which could include traditional poster sites.
Treasure hunts, alternate reality gaming, user generated content, location based marketing and live feeds are all possible through the system and ‘client owned’ locations such as retail outlets can also be incorporated.
For the launch of the new Toyota Auris Hybrid, Glue Isobar used video projection mapping, usually carried out on buildings to turn a car into a projection surface as part of the ‘Get your energy back’ campaign
Much like the Toyota example but using a mannequin as the projection surface that the video content is matched or ‘mapped’ to. This could be used to create a highly engaging window installation within an existing retail outlet, a pop-up shop or empty retail unit window
Live streaming of data, images and even video to and from digital OOH screens is becoming increasingly popular but this campaign for Nike in Argentina adds an interesting twist. Consumers are invited to blow onto the microphone of their computer (or onto a point of sale display computer in a Nike store). This blowing action then moves a shoe that is floating on jets of air in Argentinean store.
Giving consumers the opportunity to take part in something with minimal effort when OOH as an alternative to the online option is a good way of extending the appeal of this kind of activity.
Public artists, Greyworld, and mobile specialists Marvellous have created an interactive display for Nokia that allows people to blow on their Nokia smartphones to create artwork on a large OOH screen.
Other options such as throwing buckets of virtual paint can be viewed here
A new device, the SMS Slingslot, allows the user to throw messages onto digital screens or projections.
Text messages can be typed on a phone-sized wooden keypad, which is also integrated in the wooden slingshot. After the message is finished, the user can aim at a projection surface or screen and send/shoot the message straight to the targeted point. It will then appear as a coloured splash with the message written on it, whilst at the same time being tweeted!
The Motion Capture System allows the viewer to become a 3D character in real-time, controlling every limb of the virtual character with their own. The audience can select avatars and and interact with virtual objects. A live video of the person and/or the virtual character could be displayed on large screens or can be delivered to the web or email.
This idea has been around for a while but 3M have launched a new video montage demonstrating the synchronisation of animated creative across multiple OOH screens. Technically this is pretty tricky. It’s even harder if the screens are also moving up and down and spinning around but 3M have developed a solution that allows this to happen within custom OOH installations.
In a joint environmental project in Japan, Coca Cola has partnered with a conservation centre to measure numbers and activity of the Okinawa Rail Bird by equipping their vending machines with microphones and recording devices. They store and isolate the noises made by the endangered species providing, vital data. A great example of CSR in the OOH space.