CBS Outdoor showcases new digital ad platform at Media Playground 2010
CBS Outdoor has teamed up with Grand Visual to develop a new outdoor media platform that combines augmented reality, touch screen and image recognition technology.
The new digital advertising platform, which was showcased at MediaTel Group’s Media Playground 2010 event in London last week, integrates social media to allow customers to virtually try on clothing and share images with their friends on Facebook.
“Face and torso tracking software fed by a HD camera in the LCD pod allows consumers to see how items of clothing will look without stepping into a changing room,” CBS said.
To demonstrate its latest innovation, CBS Outdoor encouraged Media Playground delegates to ‘try on’ a range of football kits from the World Cup by standing in front of the pod’s screen. Consumers were able to choose which football shirt they wanted to wear, and once they were happy with the selection, an integrated camera captured their image, which they could then share on Facebook.
In addition, CBS has integrated Clic2C technology to allow any printed item to become “interactive” – by opening a free phone application that works on most handsets including iPhone, Android, Blackberry and Nokia, then pointing the camera at the poster, consumers will then be automatically linked to a mobile website.
Peter Charlton, national sales director at CBS Outdoor, said: “At CBS Outdoor we continually strive to bring new, innovative ways of engaging with consumers on the move – these types of interactive opportunities provide a more immersive and accountable brand experience, as well as helping to bridge the gap between outdoor, mobile and online media.”
Clic2C’s Adrian Fleming added: “This highly patented technology allows traditional marketing media such as outdoor, to embrace digital and in particular mobile marketing in a totally new and engaging way. We love the fact that the impact of a great piece of print is unaffected by using Clic2C and its value is increased.
“The link between the physical and digital worlds has been bridged with Clic2C and even more exciting is the fact that we can help to deliver real value to clients and consumers helping a combination of outdoor and mobile become a key part of the marketing mix.”