Blue Bloods transforms a billboard into a virtual shooting range

From Spain, an outdoor campaign that adds an new twist to interactive billboards. The McDonald’s OOH Ping Pong we posted last week generated a lot of attention. To me, this execution is even better, since the game is not just a gimmick but its concept is actually very well connected to the product (Blue Bloods, the TV series) it’s promoting.

As you can see from the case study video below (unfortunately it’s only in Spanish) Fox Crime created the first OOH shooting game, combining billboard advertising with an augmented reality iPhone application. Basically the billboard becomes the shooting range, while the iPhone is your “rifle”. Pretty cool, yuh?

Players were also invited to share their scores on Twitter and enter a contest to win a series of prizes.

The agency is Bungalow 25.