Dancing in the Streets with JCDecaux and Boost Mobile
Bored at the bus stop? In December, Boost Mobile, in collaboration with JCDecaux North America, launched a Virtual Reality campaign at a bus shelter in Chicago taking commuters on a trip to a block party in an Unlimited World.
The display within a downtown Chicago transit shelter connected TV to digital to experiential in a unique way. Developed with creative content and media agency Schiefer Chopshop (SCS), Orange County, Calif., the project expanded upon Boost's "We Are Where You At" campaign by enclosing items representing Boost brand ambassadors from TV spots as well as a set of Samsung Gear VR goggles and a Samsung S7 phone.
SCS partnered with Atomic Props to create and install the glass case housing various props. The images and props in the display — a surfboard from Rob Machado, a panda plush and microphone for Desiigner, Rampage Jackson’s MMA fighter gloves and chain, and skateboard wheels for pro skaters Chris Chann and Terry Kennedy — represented people from Boost Mobile’s “We Are Where You At” campaign.
The agency worked with VR Playhouse in the development of the VR app and customized a VR app for this installation that housed the content on the local device so it would work without internet and would ‘loop’ and to be ‘always on’. The experience flies the viewer through a massive block party filled with athletes, musicians, dancers and artists of all kinds. Viewers can pause the experience at any point and use hotspots to access additional information and videos from their favorite performers.
Check out this virtual experience and this unique out-of-home advertising installation: https://youtu.be/jFp_voi36aY
Denise Gustavson is the Editorial Director and Special Projects Editor for the Printing & Packaging Group, which includes Printing Impressions, packagePRINTING, In-plant Graphics and Wide-Format Impressions magazines, among other brands. She is also the Editor-in-Chief of Wide-Format Impressions.