Gone are the days that billboard adverts offered a one way channel of communication with an audience. Digital technology means billboards can accommodate user interaction.
A great example comes from McDonalds in which they combined the latest technology with the facts that most people have a phone with a camera on them at all times, and that people tend to engage when they can be rewarded with something for free. The digital billboard gave the audience the chance to win McDonalds products. All they had to do was take a photo when the right item flashed across the screen, then present the image at the McDonalds down the road to receive their award.
As well as providing the customer with an engaging fun experience, McDonalds can gain a real measure of advertising impact via the measure of photo voucher claims.
Source: Every-ware.fr
Love it. What’s interesting of course is that this could have been done any time in the last 10years – or longer. Sufficient that everyone has camera-phones, but not necessary.