Emerging Platforms

Video: Augmented Reality Billboard Makes Times Square Crowds Part of The Action

Posted by Rick Mathieson on June 26th, 2010 at 5:07 am

YouTube Preview ImageAugmented reality is seriously in fashion with this digital billboard for clothing retailer Forever21, from Space150.

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.


2 Responses to “Video: Augmented Reality Billboard Makes Times Square Crowds Part of The Action”

  1. Ipalibo says:

    This cutting edge for sure. It definitely positions them as innovative, technologically speaking.

    Yet a little part in me wants to point out how that position doesn't help them out much since they are a clothing brand and they aren't featuring their clothes as innovative or cutting edge.

    Does anyone disagree with that? Let me know.

  2. suresh says:

    You should checkout lot more of campaigns that we are doing for brands like Nike on both mobile and outdoor. we recently did a campaign where consumer can play a football with a digital screen, wear the dress of the team that he supports, convert static bill board in to a dynamic video on consumers mobile etc.. Would be glad to send the case studies..

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