Projects: Xbox Mutants Run Amok On Streets Of Three Cities

October 29, 2014 by Dave Haynes

Here’s another riff on the idea of layering motion graphics into a visual of the nearby streetscape to create something of an augmented reality experience in transit shelters.

This one, for a new Xbox game called Sunset Overdrive, is running San Francisco, London, and Melbourne as part of a worldwide launch. The game is set in a fictional city in 2027 and involves shooting mutants.

In San Francisco, OOH specialist Grand Visual has the campaign running on 10 of Clear Channel Outdoor’s touch-screen equipped bus shelters. One of them does the augmented reality activation, while the other nine San Francisco sites are touch-enabled for exclusive game content.

In the UK, a special build display that incorporates a large LCD screen into a crate is running four different augmented reality concepts, played in a loop, at Canary Wharf, via JC Decaux.

In Oz, a JCDecaux Innovate screen in Melbourne’s Southern Cross Station has members of the public who look through a window thinking the mutant mob has overrun the station. That one starts tomorrow.

“What this campaign demonstrates is that the proliferation of interactive screens offers brands and agencies an international canvas for creating engaging digital out-of-home campaigns,” says Dan Dawson, Creative Technology Director of Grand Visual. “This campaign has made full use of Grand Visual’s global teams, our knowledge of the worldwide DOOH landscape, and our experience in interactivity and augmented reality. The result is multiple immersive activations, born from a single concept that will be experienced by people on three continents simultaneously.”