Ice-Cream manufacturer Streets, have deployed Australia’s first facial recognition billboard, in a unique campaign for the Magnum brand.
Streets initiated the campaign, though deploying a unique ‘playbox’ that ultimately intrigues individuals walking past/around the playbox. The playbox was established for 3 days, followed by an exciting and entertaining display at the end of the 3 days. This excited potential consumer about the new product, and ensured that the facial recognition board (placed after the playbox) had a preempting fan-base.
After smiling at the billboard, consumers are advised to bite the ice cream, which immediately disappears. The billboard takes photos of users interacting with the installation, which are then uploaded onto the Streets’ Facebook page. This interactive installation has some unique, yet simple specifications to it. Inside the billboard is a camera that tracks the consumer/users facial expressions. The camera corresponds with the digital screen and interacts with the consumer. This is a great example of converting potentially obsolete, traditional media to a functional and immersive experience for the consumer.
The campaign lives on through Facebook as users are encouraged to find and tag themselves in their photo, resulting in higher consumer engagement and opportunities for viral sharing. This campaign is a great example of how to exploit software and hardware technologies, giving marketers greater ROI on their ad spend as they watch out-of-home campaigns evolve and blossom online.
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