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'The Walking Dead' take Vienna with augmented reality-digital signage campaign

A Vienna tram shelter turns "Scary Shelter" in a "zombie apocalypse" on digital out-of-home.

October 13, 2014 by Christopher Hall — w, t

The zombie-centric hit TV show "The Walking Dead" started off its fifth season last night here in the U.S., and the show's season premier is set to air tonight in Austria — with an added kick thanks to a gory augmented reality-digital signage campaign.

TV network Sky Austria and Austrian out-of-home ad firm Gewista (part of the JCDecaux Group) converted a Vienna tram stop into the "Scary Shelter," a two-day experiential campaign featuring digital signage and augmented reality making it appear as though the zombie apocalypse was hitting the capital.

The installation combined zombie footage shot for the campaign with a real-time feed of the Vienna streetscape, surprising people waiting for trams and allowing passersby to "appear" in the screamfest.

Karin Zipperling, the senior marketing manager at Fox International Channels, said on the Gewista website that there is now a worldwide tradition of "spectacular happenings" to start off new seasons, including last year's "Morphing Billboard" promotion in Berlin.

"We hope that we can repeat this success with the Scary Shelter," she said.

Cover image courtesy of Gewista.

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