Augmented Reality Billboards: Creating Interactive Brand Experiences in Real Time
: Job Details :

Augmented Reality Billboards: Creating Interactive Brand Experiences in Real TimeAugmented Reality Billboards: Creating Interactive Brand Experiences in Real Time

Out-of-home advertising (OOH) is evolving in a way that engages today's digitally-absorbed audience like never before. Integrating augmented reality (AR) into billboards transforms these once-static structures into immersive, interactive experiences that forge meaningful connections between brands and passersby. AR Billboards allow brands to blend the digital with the physical, offering a way to capture attention and create memorable experiences that resonate with consumers long after they leave the streets.

How AR Billboards WorkAt the heart of AR billboard creation are powerful 3D engines like Unity and Unreal, initially designed for video game development. These engines provide the foundation for AR experiences by enabling the creation of highly detailed, interactive, and immersive environments. Historically, they have been used to build complex video games for consoles, PCs, and mobile devices, but these technologies now power augmented reality experiences that push the boundaries of what traditional billboards can do.

BrandXR uses these engines to design interactive scenes that blend seamlessly with real-world elements. Using technologies like computer vision and image tracking, AR billboards can detect and respond to user interactions in real-time. This allows passersby to engage with the billboard directly, whether by playing a game, controlling digital content, or even personalizing the advertisement to their preferences.

This intersection of technology and creativity results in advertising experiences that are not only visually captivating but also emotionally engaging—offering brands new opportunities to stand out in crowded urban environments.

Coca-Cola's Playable Billboard: A Case StudyCoca-Cola has consistently embraced the power of innovation in its marketing, and its recent “Playable Billboard” campaign is no exception. Rooted in Coca-Cola's “Real Magic” philosophy, this experiential campaign launched in Times Square, New York, exemplifies how brands can turn an ordinary OOH space into a participatory experience.

The Playable Billboard invited two players to compete in a retro-style, two-dimensional game on the iconic Coca-Cola screen. Instead of traditional game controllers, players used Coca-Cola bottles as virtual paddles, batting a ball back and forth to score points. Drawing inspiration from nostalgic sports video games, this interactive experience turned an ordinary stroll through Times Square into an unforgettable moment.

As Islam ElDessouky, Coca-Cola's global vice president of creative strategy, explains, “Engaging with a digitally absorbed Gen Z audience on the streets is increasingly challenging, so we had to innovate and create something unmissable.” With the Playable Billboard, Coca-Cola successfully created a game and an emotional connection that resonated with players, spectators, and online viewers alike. This activation demonstrated the power of play in bringing people together through gaming while reinforcing the brand's message of connection and community. One drawback of this campaign was that although everyone could see the game, only a few could play. This is where augmented reality can help, scaling experiences to many players simultaneously using their phones as the game controller.

The Benefits of AR in OOH AdvertisingAR billboards bring numerous benefits to brands that aim to differentiate themselves in the OOH landscape:

• Memorable Brand Interactions: AR creates deeper emotional connections than static visuals alone by allowing consumers to interact with the billboard. These experiences become shareable, increasing brand visibility both in person and online.
• Immersive Storytelling: AR billboards enable brands to create a narrative around their product, transforming traditional advertisements into engaging, story-driven experiences that leave a lasting impression.
• Engagement Metrics and Data Collection: Unlike traditional billboards, AR advertisements can track user interactions, providing valuable data on who interacted with the ad, how long they engaged, and what features they used most. This data can then inform future campaigns and help marketers optimize their strategies.
• Scalability and Versatility: AR experiences can be scaled across multiple platforms and devices, from billboards to smartphones, without additional development. Once the AR content is designed, it can be deployed across various OOH formats, from posters to digital screens, making it a cost-effective and versatile tool for brand marketers.

ConclusionAugmented reality billboards pave the way for the next frontier in OOH advertising, fusing cutting-edge technology with immersive storytelling to create unforgettable experiences. Brands like Coca-Cola have shown that the power of play engages audiences in a way that transcends traditional advertising, transforming public spaces into interactive playgrounds where consumers can connect with brands on a personal level. The future of OOH lies in these immersive, augmented reality experiences that leave lasting impressions on those who interact with them.

William (Bill) Board. Experienced, reliable source in all facets of the Out of Home Industry. Alternative Voice for Outdoor Advertising. Infectious love of all things OOH. Publisher. Writer. Seller. Buyer. Owner. Investor. Champion. Confidant. Old and New Biz Expert. Sales. Manager. Billboard Doctor. Social Media Upstart. Specialization in outdoor advertising for so many years. Sold over 100,000 locations. Viewed every billboard location in America except Maine.

Your email address will not be published.

Notify me of follow-up comments by email.

New articles delivered to your inbox Monday through Saturday at 6:00 am. Subscribe today!

#J-18808-Ljbffr