Thanks to Jay Tannenbaum for letting me know about this one. At face value this looks like a great idea to make outdoor advertising a little bit more interactive.
Must be honest when I heard this was interactive and I saw the video I kept looking to see how people were affecting what was appearing on the sign, but it turns out it's just really people taking a picture in front of it (unless I'm missing something).
It looks like they are trying to start some kind of viral activity of people doing this. Great idea in principle, but it'll be difficult for them to get any momentum going without some media exposure, and here's why:
1. An extremely over crowded space of electronic signage screaming for attention
2. You need to have seen the video or really have heard about people doing this to know what to do
3. The video has been up for a month, which I presume was staged and seeded to get things going, but yet on Facebook they only have 67 fans and there doesn't seem to have been a lot of user uploaded photos on Facebook or Flickr
4. It's just not that funny or interesting (it's too expected)
Now of course interaction is just one measure of success. Ultimately this is creating content that will get eyeballs and on Youtube they have attracted a modest 50,000 views.
It does appear as there is a very competent moderation team behind this effort, contributing and conversing on YouTube and Flickr, which is great to see.
Check out the video:
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