New VW tears things up in digital, static and augmented reality OOH effort

October 7, 2011 by Dave Haynes

ClearChannel and a creative team working for Volkswagen Canada did a nice job on a combination digital and conventional out of home campaign that also layers in mobile, augmented reality, online and social media.

The campaign involves static and digital boards now running at Toronto’s Dundas Square (that city’s Times Square) promoting the 2012 VW Beetle and urging passersby to download an iPhone app. Once they do, they can see the new car tearing around and through the billboards. With a tall skyscraper-style billboard, pointing the phone camera at it ops up a giant skateboard ramp.

It’s a solid example of a fully integrated campaign that goes well beyond driving awareness and generates some engagement. Facebook sharing is also built into the app.

The boards belong to ClearChannel, the creative was done by Toronto’s Red Urban and Baltimore’s Bully! Entertainment, and the augmented reality tech is from the UK firm String. Thanks to Randy Matheson’s blog for this info.