The world’s first iPhone-controlled LCD adverts have been developed by UK-based digital comms agency, Clusta, and are proving popular in train stations and shopping centres globally. iPhone users passing by can interact with the contents displayed on the screens from their handset.
Objects on the screen can be moved by making finger movements on the iPhone’s screen, and users can even change colours and other features of the contents on the LCD screen. Clusta has essentially developed an API which allows for any input via the phone, including movement from the accelerometer or audio from the microphone.
This is truly a way of being able to engage the target audience, integrating digital OOH with mobile, with each experience being unique to each user. However, limiting the service to just iPhone users will have a massive impact on reach, and Clusta must soon extend the technology to cover interaction with all smartphones in order to reach its full potential and effectiveness.
The agency also claims that the technology is not just limited for exploitation in OOH, but could one day be used by people to interact with any Flash based process including banners or websites, implying the potential for brand involvement is endless.
- Antonia
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