Nike’s DOOH (Digital OOH) anamorphic billboard in Tokyo was viral within the marketing community recently.
Of course, it is not the first brand to use anamorphic illusion to create an unmissable hoarding.
The first brand in India to use an immersive anamorphic display was Tanishq. That too happened last month.
There are others too who have used these.
1. Anamorphic Displays
Of all the examples, the one I enjoyed the most was this one by Amazon Prime for its show ‘The Wheel of Time’ featuring Rosamund Pike.
Anamorphic displays combine VFX, CGI, AI and green screen to create a live-action OOH hoarding.
Normally, OOH is added to the media plan to reach a large number of transient audience.
It is NOT generally added for engagement purposes.
But digital OOH like those shared above create engagement from the first second itself.
- This is engagement away from a screen (whether the big screen, small screen, mobile screen).
- Engages targeted TG plus everyone else not even considered.
- Such billboards create engagement not only in real time, at that moment, but also get eyeballs online as they get shared and reshared around.
One stone, two birds, right?
Besides anamorphic, technology has allowed many other experiments within OOH.
Allow me to share a few of these experimental, immersive DOOH examples I stumbled across.
2. Combining physical visual effects with OOH
BBC used water vapour to create a ‘burning’ billboard that got enough traction both at the location and online, long after the campaign ended.
3. Real- time data driven OOH
Google used real-time data to power DOOH that answered what most people around the hoarding were searching for.
4. AR combined with OOH
Dallas Cowboys used Augmented Reality within OOH to give fans a highly engaging and interactive experience
5. Sensor based smart billboard
Fiat created smart billboard ‘Parking Helpers’ that used the ultrasonic sensor in a Fiat car to help park the car between other parked cars.
6. 3D Animation and other assorted DOOH examples
That’s it for now, folks!
A short and sweet round up of some interesting interactive DOOH.
If you would like to see some examples of non digital OOH, you would absolutely love this previous post on 20 of the most insane OOH examples.
Which one can you see yourself using for your marketing?