By Keith Kelsen
Author, "Unleashing the Power of Digital Signage"
This year along with my Top 10 Trends for 2012, It occurred to me to take a look back at what cool stuff the industry did in 2011. So, here is the first annual top 10 coolest DOOH deployments of the year: What were the most noticed, coolest, fun and amazing deployments of 2011?
As we watched 2011 unfold, some great creative and technical minds were at work producing some very cool deployments throughout the world.
Most of what we saw was interactive and engaging deployments.
Here they are in no particular order:
1. Angry Birds In Barcelona, Spain, by T-mobile and Saatchi & Saatchi:
I love this one. Most of us have seen this. It has to be one of the most popular and fun deployments of 2011 with over 9 million views on YouTube. Combining a T-mobile phone, a DOOH LED screen that duplicates the phone, another large LED screen for the crowd, and real live stage of angry birds flying through the air and exploding.
You can also watch Luca and Luca, Saatchi & Saatchi Creatives; Greg Bunkalla, Director; Jason Romeyko International Creative Director at Saatchi & Saatchi; taking us through behind the scenes — and this video shows the layout.
2. "Rango" Paramount Pictures Westfield Mall San Francisco. - InWindowOutDoor
InWindowOutDoor continues to amaze and engage consumers and fans alike. They are the cool of cool when it comes to out-of-home engagement. In this interactive engagement, you can blend into the background like Rango, the specialized chameleon lizard, and have your picture taken with Rango and sent to your email or loaded up to Facebook.
You can also watch a video of the deployment, time elapsed one day.
3. ASICS MARATHON MAN - Vitro Agency
ASICS (the running shoes maker) wanted fans to truly experience a Champion Marathoner's pace for the 2011 New York City Marathon. Olympiad Ryan Hall runs 65 feet, and you can run next to him to see if you can beat him. Inwindow Outdoor created this point-of-transit ad with CBS Outdoor: Inwindow created a campaign in the Columbus Circle subway station in New York City featuring a 60-foot long video wall running the length of the corridor. Get a little exercise!
4. Kohl's Digital Pricing
Perhaps not as cool as one may think but definitely on the cool list because this year we see wide acceptance of digital shelf-level pricing. Kohl's is a good example of 10- to 12-inch digital signage e-ink monitors that are placed next to merchandise where they can offer promotions without employees dedicating a lot of time to change pricing displays. I saw these in-store, and they are very readable and useful. The pricing can fluctuate at peak traffic times based on POS system activity. The cool part of these deployments is that the next level of digital signage that can even provide more robust images and special sales can be easily deployed with tablets and using Android operating system to tie into the current pricing e-ink systems.
5. "RIO" DVD Release - FOX Home Entertainment; Santa Monica, Calif. - InWindowOutDoor
This was an outdoor advertising campaign done by Inwindow Outdoor for Fox Home Entertainment's DVD release of the animated feature film 'Rio'. It utilized iPads, email capture and brand ambassadors. Again, a huge theme this year is engagement with other devisces.
6. Hot Wheels, Australia - Muse Amsterdam
Three-D digital projection mapping was been coming on strong in 2010, but this deployment in March of 2011 is cool. As a brand, HotWheels has been with us since 1970's.
The agency Muse Amsterdam lit up Circular Quay, showcasing groundbreaking 3-D projection technology at Customs House in Sydney, Australia. The notorious Hot Wheels Skull Racers shattered the facade of Customs House as they competed in the ultimate speed racing battle.
In collaboration with PostPanic and BeamSystems, the projection featured footage of the world's fastest vehicles in a stunt ridden challenge, travelling through the Customs House facade and into a fantasy world. Hot Wheels fans, young and old, were kept on the edge of their seats as the racers smashed their way through one of Sydney's most historic buildings.
7. Starbucks - Interactive Photo Booth and NY Times Timeline Application – RoninCast
All of the content is controlled through the RoninCast content management system from Wireless Ronin Technologies. This enabled users to toggle between Times Square historical interactive timeline and Photo Booth applications on one of two 42-inch touchscreen monitors. Using the Photo Booth application, users can take a Times Square-themed souvenir photo, which can be retrieved with a smartphone using a QR Code-triggered Web interface. Users can download their photo or share on their favorite social media site. Photos taken using the Photo Booth application are also displayed on a social media in-store video wall, providing another avenue for user-generated content. The Social Media Video Wall has visibility within the store and from outside on Broadway. All of the content shown on the social media wall is user-generated. Watch another video here.
8. Lexus Earth Night – Pearl Media
This is another great example of 3-D Mapping on buildings and taking the DOOH to a new level. Lexus put a twist on traditional Earth Day activities when it brought Earth Night to Hollywood as part of the launch of the all new CT 200h. Lexus transformed The Roosevelt Hotel with a 3-D projection featuring architectural light-mapping technology. Using state-of-the-art projection, lighting, shadows and 3-D animation, the imagery popped from the walls and windows of the hotel to animate the landmark — all without the need for 3-D glasses
9. Build-A-Bear kiosk - Nanonation
The Build-A-Bear Digital HearMe Sound Station increased the attachment rate of sounds to bears. Additionally, the station brings a new experience to the customers while reducing time to market for new sounds — automatically linking the sound purchase to the POS system and improving personalization though the record-your-own sound capabilities that use a high-quality noise-canceling microphone not possible with the previous record-your-own sound modules. The experience is fun for kids and easy to understand for grandma. By moving to a digital solution that offers guests a wider selection of premium sounds and better record-your-own capabilities, Build-A-Bear hopes to increase sound sales and customer satisfaction. Nanonation also received an Honorable Mention at the Digital Screenmedia Association Crown Awards for the content on this.
Watch a video of the deployment here.
10. SwiftCover.com Auto Insurance –Driving Game London – Screach
Check out this interactive driving game which was controlled by your smart device using the Screach app. They created this game for car insurance company Swiftcover.com. It was displayed on the large digital screen at Westfield Shopping Mall, London.
Users entered code '60' into Screach to turn their phone into a games controller and play against up to nine other players simultaneously. The motion control feature meant your smart device was instantly turned into a steering controller.
Engaging and fun!
When you see a cool deployment in 2012 send it on over to firstname.lastname@example.org, and we will look to see more very cool deployments in 2012!
Read more about digital signage trends.