August 16th, 2011 by Byron Darlison
To promote the release of its new series, Strike Back, Cinemax constructed a huge street-side interactive wall in New York City. Check out the video:
That’s 18 screens, each 46″, and a ton of stuff to poke and prod. It appears to have mobile interactivity as well.
It’s huge, really huge, and there’s pretty much no way you can walk down the street and avoid this. The size of the interactive combined with the attention-grabbing motion visuals are a compelling reason to stop and look. The awareness is 100%.
A few years ago, the cost of technology and software would prevent this type of display. Now, agencies can re-use all these components for different promotions. They easily get their money back on the cost.
You see interaction, but you also see indecision, a lack of knowing what to do. At the :20 mark, the man has touched the screen just to see what it can do, not to follow along with the engagement. This happens a few times in the video, and leads me to believe there isn’t much intuitive interactivity here – an experience that is easy to follow so that the message (the promotion) is delivered. Instead, I think most people will just touch screens to see what happens. In that case, it makes me wonder if there will be a return on the investment. No matter how large an out-of-home display is, it still must be compelling.
