Digital Out of Home (DOH) and Interactive Out of Home (IOH) is a fast growing advertising segment that allows traditional Out of Home (OOH) installations to become more engaging through the use of interactive touch screens and dynamic digital displays. This is a simple and effective example of how to convert a passive Observation based print display into a Participatory engagement. Cadbury developed a Flash based game that allowed players to touch falling chocolate eggs to collect points. The concept is super basic and I think the right amount of player commitment warranted while waiting for a bus.
Technically this install also makes a lot of sense because the bus shelter form factor easily fits a portrait-orientated 42 inch touch screen with the necessary space for a computer, speakers and venting. The shelter allows for shade to reduce glare from direct sun light and protects from those rainy days in the UK. Hopefully this is only the first of several games that will be developed by Cadbury and published out to the bus shelter as a way to keep the message changing and fresh.
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[...] the really cool stuff is in the interactive technolgies employed. Last month we blogged about a fun interactive marketing deployment here in New York that was retrofit into the existing MTA bus shelters. The EyeStop design, driven by an academic [...]