There has been very little interactive street-level stuff done in Canada so far, which I find a little baffling. But now and then stuff does pop up, like a BMO Financial Group grassroots soccer campaign running at the company’s flagship downtown Toronto branch.
Eight linked LCD screens use a combination of motion capture and touch activation to transform pedestrians into virtual goalkeepers, giving Canadians the chance to have a one-on-one showdown with some of Canada’s future soccer stars, says the release.
“This activation is a first-of-its-kind in Canada and designed to celebrate the growing excitement around grassroots soccer in Canada,” said Sandy Bourne, Vice-President, Advertising, Sponsorship, Events and Merchandising, BMO Financial Group. “We feel this high-tech street-level activation further reflects our commitment to the development of soccer in Canada, and will bring Canadians closer to the game through a medium that exceeds any other interactive advertising of its kind.”
The technological and conceptual elements, including the eight-by-six metre display and interactive custom LCD wall, were the result of a strategic partnership with Monster Media, the Florida based multimedia advertising firm.
“We are thrilled to fuse together this groundbreaking technology with such a catchy concept,” said John Payne, President, Monster Media. “Our company always strives to be pioneers in the out-of-home space and through this campaign we have executed game-play in a way that has never been done before in Canada and is sure to resonate with thousands of consumers.”
BMO supports soccer across Canada from youth players in local neighbourhoods and communities, to the professional level. BMO’s deep commitment to “The Beautiful Game” is evident from the beginning of the curve with BMO’s grassroots sponsorship of more than 500 youth teams nationally. The relationship continues with BMO’s title support of elite youth players at BMO National Championships through to BMO’s professional teams support (Toronto FC & Vancouver Whitecaps FC) combined with soccer venue title sponsorship (BMO Field).
The install comes a few months after Monster set up a Canadian office. The release does not say who did the integration or print graphics, or what’s driving the interactivity.
Dave Haynes is the founder and editor of Sixteen:Nine, an online publication that has followed the digital signage industry for some 14 years. Dave does strategic advisory consulting work for many end-users and vendors, and also writes for many of them. He’s based near Halifax, Nova Scotia, on Canada’s east coast.