Cadbury’s Digital Out Of Home Interactive

Digital Out Of Home (DOOH) 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 a 1st of several episodes of games that will be developed by Cadbury and published out to the bus shelter as a way to keep the message changing and fresh.

posted by eric at 4:10 PM