Augmented reality digital signage from Pepsi invades London

March 24, 2014

Digital signage and augmented reality are helping aliens, robots, a giant tentacled monster — and Pepsi Max — rampage through London.

Working with digital out-of-home firm JCDecaux and production firm Grand Visual, PepsiCo surprised and amused people waiting at a bus shelter with augmented reality scenes of a giant robot rampaging across the skyline, flying saucers approaching in the sky or a nearby pedestrian being carried away by a sewer-dwelling tentacle monster.

The trick involved using a transparent digital signage screen to show the normal streetscape before augmenting reality with animated scenes.

AR giant robot

Grand Visual's website said the shelter is located on "one of London's busiest roads, New Oxford Street":

A bus stop digital 6-sheet was transformed to show a live feed of the street ahead and give the illusion of a see-through display. However, as people wait and watch, a series of incredible scenarios unfold on the street, instantly whisking Londoners away from their ordinary environment and placing them into something completely unbelievable. Commuters could be faced with a giant robot crashing though Oxford Street, or catch a glimpse of a passer by being abducted by flying saucers.

The "Unbelievable" six-sheet deployment is part of PepsiCo's integrated campaign in the U.K. to bring "Pepsi Max's 'Unbelievable' combination of maximum taste AND no sugar to life," according to Grand Visual's website.

AR giant tentacle

Watch a YouTube video of the deployment, posted by Pepsi Max UK, below:

Topics: Advertising , Customer Experience , Display Technology , DOOH Advertising , Outdoor Signage

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