Interactive Digital Video Wall Uses Motion Sensors and Gesture-based Technology to Capture Commuters Attention
NEW YORK, NY — An interactive digital video wall was recently used to promote Witches of East End, a new television series from Lifetime. The interactive display was set up at New York’s Columbus Circle subway station to engage commuters passing through the location during a three week period from September 13th to October 6th. The campaign positioned two, nine-foot square digital panels, complete with motion sensors and gesture-based technology, along a high-traffic concourse inside the station.
On the first screen’s motion sensors enabled the campaign to trigger the on screen content, the more movement that occurred in front of the screens, the more the scene changed. The Witches of East End digital out-of-home campaign starts with an extreme close up of a woman’s eye. Her green iris reacts as commuters stroll by. Then, a masses of black birds fly out of her eye and trees ignite in a blaze. The campaign encourages commuters to interact with the screen using gestures to cause the flames to burn brighter, higher and faster. The second screen, equally as large, played the show’s trailer.
The campaign was produced by Pearl Media, specialists in digital and interactive out-of-home experiences. “The video walls are designed to get busy Upper West Side commuters to put down their small screens and spend time with cool content on a really big screen so that they’ll tune in to their medium-sized TV screens when the series premieres on October 6,” said Josh Cohen, CEO, Pearl Media.
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
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