BMW digital signage turns passing autos into concept cars in NYC (Video)

File this one under the "really cool digital out-of-home project" tab.

Marketing, automotive and even style websites and blogs have peppered the Internet with posts about BMW's eye-catching DOOH deployment in New York City in November that saw passing vehicles transformed into BMW concept cars in real time.

Using cameras, projection tech and some serious computing, the "BMW i Window Into The Near Future" digitally transformed passing cars into the all-electric BMW i3 and plug-in hybrid BMW i8 concept vehicles. (Apparently it was like driving by a mirror, but seeing a BMW concept car reflected back at you instead of your own.)

The window also calculated how much money would be saved and how many tons CO2 emissions could be reduced by annually if each transformed car were all-electric.

The "window" was deployed at 42nd Street and 6th Avenue, across from Bryant Park in New York City.

Watch the video below:

(Thanks to Paul Flanigan's Experiate blog for first bringing it to DST's attention.)

Read more about DOOH advertising.

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