Advertising displays become portals to another world

An ambitious augmented reality game developed by Google is coming to digital out-of-home media via JCDecaux’s airport screens in the U.S.

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The game Ingress, launched by the Internet giant’s Niantic Labs unit a year ago, will be available to players through more than 70 displays at Los Angeles International Airport and New York’s John F. Kennedy.

Based on a science fiction scenario, the game is built around “portals” in public places  – such as the airport screens, as well as notable buildings and other landmarks around the country and indeed the world – which can be “claimed” by players, who use their personal devices to take part. Currently available for Android, Ingress should also be released for iOS next year.

Said Jean-François Decaux, chairman and co-CEO of JCDecaux: “As we see an increase in media convergence between out-of-home media and mobile technology, it seems like a natural evolution to partner with Niantic Labs at Google on this groundbreaking approach to social gaming based on location.”

Google also recently took another, if less futuristic, step into digital out-of-home through a campaign showing off its Google Now local information content on 160 screens at bus shelters and Tube stations in London.

R/GA London worked on the concept and its execution, with OMD’s Manning Gottlieb division buying the media from CBS Outdoor (Tube stations) and Clear Channel (bus shelters). The Google content is not expected to be available permanently at the London locations.

(Source – Screen Media Magazine – View Here )

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