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Angry Birds take flight on digital signage, fly into real Barcelona sky

Branding takes flight in the virtual and real worlds with DOOH and flying "birds" in Barcelona.

June 27, 2011 by Christopher Hall — w, t

Angry Birds recently took flight for real in Barcelona.

The rVue blog yesterday linked to a great video posted by T-Mobile showing an interactive, part-digital signage, part-smartphone, part-live action Angry Birds game the telecom giant set up on the streets of Barcelona.

Passersby could pick up a smartphone to start playing the hugely popular app-based video game, see the action reflected on a large digital signage display set up in a public space — and when the flying slingshotted bird reached the edge of the screen, a "real" one would shoot out from behind the screen to fly off toward the target.

In an email exchange, rVue Inc. SVP and CMO Dawn Rahicki called the T-Mobile stunt "a beautiful example of converging medias to create a home run for audience participants, viewers and the brands."

"Digital out-of-home has always been an exceptional compliment to experiential marketing to drive branding awareness and traffic to events," she said. "But, T-Mobile has taken it to the next level by creating a fun, memorable event with the hottest game app going and merging it with live interactive experiences, DOOH and online video to create happy participants and receive over 5 million hits in a week. Kudos to T-Mobile and their agencies."

Digital signage expert and author Keith Kelsen, the CEO of 5th Screen and founder of MediaTile, said the integration of DOOH into an interactive live experience was a "great piece," calling it "fantastic" and "brilliantly executed" in an email.

"Anytime we can bring the human experience closer to real life, rather than just online, the impression reaches deep into the consciousness, leaving an indelible imprint in our minds," Kelsen wrote. "And when you add the group experience, it's off the charts."

What viewers of the clip don't see is the down time between shots, when the stacked structures have to be rebuilt after being knocked down, Kelsen noted, adding that he's sure it was worth the wait, especially with a band playing during the down time to keep the crowd's excitement going.

"As a society we are bringing our on-screen, online experience into the marketplace in new and exciting ways. Because digital signage is in the marketplace and is an integral part of the real world around us, interactive digital signage has such high potential to drive experiences that are out of this world," he said. "In addition, linking the screen experience from one screen to the next screen in a seamless manner will be key to bringing the viewer that much closer to the brand and that much closer to the purchase."

BrightSign CEO Jeff Hastings said in an email about the event outside the convention center at Mobile World, "There is just one word for it: awesome!!!"

But beyond that, he said, the display/action showed "the immersive potential of the large scale display when combined with an organization's creative team."

"This type of event display goes well beyond simply connecting digital signage and personal connections with mobile messaging (which would be the first, knee-jerk reaction a marketing group would undoubtedly develop to increase traffic for a convention, conference, event)," he wrote. "The T-Mobile action display illustrates how the creative team can tie small-scale screens — tablets, smartphones — in to large-scale interactive digital signage to present a message to the larger crowd and then incorporate apps and subject matter that really involves the 'community.'"

The digital signage in this execution isn't even the focal point of the activity, but instead a smooth part of its total execution.

While totally over the top, the execution also clearly illustrates the possibilities that open platforms are offering to manufacturers and retailers, he said.

The demonstration also would make it very difficult for viewers to forget either the sponsor or the fact that its products are fun, easy to use and powerful.

"T-Mobile is to be commended for allowing their creative team to think both outside the box and truly in 3-D," he said. "The result? We're certain that the management of every other carrier — and hardware manufacturer — had to turn to their marketing people and say, 'Now why don't you make us stand out in the crowd like that?'"

Check out the video below to see it in action:

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