Friday, 5 June 2009

Westfield: Interactive Outdoor iPhone ads

Shoppers at London shopping centre Westfield will soon have the chance to interact with advertising on digital LCD screens via their iPhones, which are connected via WiFi or 3G.

The technology developed by digital creative agency Clusta in partnership with CBS Outdoor to develop a new ad platform showcased yesterday at the Media Playground conference and exhibition in London.

As reported in Campaign by swiping on the iPhone’s touchscreen, users can make the object in the digital poster spin left or right, or even make the display change colour. Also by using the 'pinch' and 'stretch' finger gestures on the iPhone, consumers will be able to zoom in or out of the object displayed on the screen.

Apparently this will be rolled out according to advertiser demand, however despite the hit the retail industry has suffered in recent months, in a stylish environment such as the Westfield Centre I can image plenty of brands showing an interest.