Much of the group’s current research and development work is focused on seamlessly connecting their digital window-front inventory to passersby using wearable devices to create one-on-one interactions, where the video and audio experience are one and the same.
Transforming windows into immersive and interactive installations
Many companies are recognizing the importance of wearable technology in transforming today’s retail experience.
Canadian-based DOOH media-delivery platform FrontRunner Technologies and Derooted Immersive, a Toronto-based 3D projections and brand experiences design firm, have partnered to align with leading brands, agencies, and real estate companies to transform the windows of empty retail spaces into immersive, interactive installations in cities like Toronto and New York. The technology allows dynamic projection-mapped content to be delivered in real-time, which brings windows to life with art, film, news, sports, music, and advertisements. An illumination flare system drives high-definition and interactive content into window fronts, thereby bringing light to dark spaces. For example, malls need to be seen as vibrant places to attract visitors, so when a store closes, the technology is able to provide an illuminated front, rather than a dark window. That said, the projection systems also brighten up existing retail outlets.
Much of the group’s current research and development work is focused on seamlessly connecting their digital window-front inventory to passersby using wearable devices to create one-on-one interactions, where the video and audio experience are one and the same. Whether it is listening to podcasts, music, or videos in their social feeds, taking calls, or cancelling out the surrounding street noise—Bluetooth, wired headphones, and other wearables have become the must-have digital accessories for many. By recognizing this early on, the companies were able to create a new way of attracting consumer attention without the need of a third-party app or download. The technology elevates DOOH campaigns with high-definition video and then synchronizes it with audio, thereby allowing consumers to further engage with the experience—an augmented reality for public spaces.
Campari Canada for Grand Mariner
An enticing, immersive DOOH campaign with Campari Canada highlights the steps the group took to refresh the image of the beverage company’s iconic, two-century-old brand, Grand Marnier.
Accessed by a Quick Response (QR) code or near-field communication (NFC) chip via mobile device, consumers walking by the display were able to connect by simply holding their phone up to the illumination flare and accepting the prompts to receive a link to the full video, binaural sounds, and more information.
The binaural audio campaign invited passersby to “stop for a drink” at several virtual window-front bars in Toronto. Accessed by a Quick Response (QR) code or near-field communication (NFC) via a mobile device, consumers walking by the display were able to connect by simply holding their phone up to the illumination flare and accepting the prompts to receive a link to the full video, binaural sounds, and more information.
Binaural simply means listening with both ears. Described as “virtual reality for the ears,” binaural sounds bring digital window fronts to life with multiple elements that allow listeners to immerse themselves in the content and experience every sound as they would in the real set-up.
As part of the campaign, sounds such as the pop of a bottle, the crisp sizzle of champagne bubbles, and the crackle of breaking ice were shared with window-front bar patrons using wearable devices. Listeners not only experienced the sights, but also the sounds, of a Grand Marnier drink being poured especially for them, interacting with a street-level advertisement unlike ever before.
