Digital advertising agency LeapFrog Interactive last week unveiled its first digital out-of-home (DOOH) interactive marketing piece, created for the Hamilton County (Ohio) Public Health Department's "WeTHRIVE!" campaign.
The interactive installation is located in the Mercantile Building in downtown Cincinnati. The goal of the project was to create an eye-catching display where citizens of Hamilton County can interact and learn about healthy eating options at the same time.
"The DOOH piece is a perfect representation of what LeapFrog Interactive is about: logic and magic. The technology and creative components are synchronous. In the planning stages, we studied other digital out-of-home pieces that have inspired us, and pinpointed why they grabbed the audience's attention, and how they kept it. Then we applied our findings to determining what the DOOH would do, and what it would look like," LeapFrog Interactive Chief Creative + Experience Officer Alan Gilleo said in the announcement.
The project began in February 2011 when LeapFrog Interactive's Architect + Build team began building the technology for the DOOH piece. LeapFrog Interactive created the program, the concept and the design; conducted multiple tests prior to installation; selected the location; and planned the press event.
"We worked with the consumer imaging devices like the Microsoft Kinect and LifeCam to bring the digital experiences of your living room to the street. This involved creating a visually and physically interactive experience using modern gaming platforms, computer vision, and machine learning libraries," Senior Interactive Developer Drew Greenwell said.
The DOOH piece is installed in a window storefront where there is ample foot traffic each day. As pedestrians walk by, they can interact with the display. The DOOH piece has two components: on one side, there is a quiz during which the participant chooses the healthier food option; on the other side, scenes from around the city are displayed, with which the participant can interact.
Learn more about interactive and touchscreen digital signage.