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And they're off! Screach takes digital signage to the races (Video)

Screenreach enabled passersby to turn their smartphones into video game controllers in this DOOH deployment.

October 23, 2011 by Christopher Hall

U.K.-based Screenreach Interactive recently turned a digital billboard at London's Westfield shopping mall into an interactive digital out-of-home video game.

Passersby could enable their smartphones via Screenreach's Screach app to become video game controllers to "drive" race cars and compete against other viewers in the "60 Second Challenge," a promotion for auto insurer Swiftcover.com.

We are very proud of our work with Swiftcover and Ocean Outdoor. The "60 Second Challenge" is a great illustration of what the Screenreach mobile technology platform brings to digital out-of-home media. We know that mobile will play an enormous role in the future of our industry, as it extends and enhances the reach of DOOH.

The "60 Second Challenge" incorporates the motion control capabilities of today's smartphones in a way that draws in more users and amplifies the creative running on Ocean Outdoor's digital billboard.

Longtime digital signage oberver and consultant David Weinfeld, Screenreach's chief strategy officer in the U.S., said he was "immensely proud of the entire team at Screenreach for realizing the vision for the '60 Second Challenge.'"

"Beyond the wow factor of the motion control, a user's ability to select his car and its color to the integration of a single click call-to-action to a request an insurance quote from Swiftcover, the experience leveraged creativity, next-generation technology and measurability to make it a big win for all parties involved. This includes all of the users who played the game," he said in a recent email.

"Technology breeds innovation across media channels. That's exactly what we have achieved with the '60 Second Challenge.' It showcases the power, social reach, and overall engagement of bringing mobile and DOOH together," Weinfeld said. "By delivering a mobile-to-screen experience that directly connected to Swiftcover's business as an auto insurance provider, we succeeded in building deeper relationships between Swiftcover and consumers."

Watch a video of the interactive deployment below:

Read more about mobile interactive digital signage.