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3-D DOOH network to launch new 3-D smartphone in UK

July 14, 2011

Inition, a 3-D production and technology specialist firm, announced today that it is rolling out what it says is "Europe's largest bespoke in-store glasses-free 3-D campaign" to promote a new 3-D-screen smartphone.

The campaign — aimed at promoting the launch of LG's Optimus 3-smartphone ­— went live this week in 20 Carphone Warehouse stores and four Best Buy stores in the U.K. with a hardware solution provided by digital2go. A 2-D version is showing at an additional 330 stores. A further 200 24-inch glasses-free display screens supplied by Inition will be installed in mobile phone retail outlets in selected European countries this month, according to the announcement.

The in-store screens showcase the 3-D functionality of the LG Optimus 3D, which lets you record 3-D videos and take 3-D photos, before watching them back on the phone without the need for 3-D glasses.

"This innovative campaign is the perfect way to demonstrate the glasses-free experience of the LG Optimus 3D," said Craig MacLennan, channel marketing manager at LG Electronics Europe, in the announcement from Ignition.