Delta’s turned Minority Report technology into a reality

Delta Airline is adopting new screen technology to add another layer of personalization to customer journeys.

Delta has struck up a partnership with technology company Misapplied Sciences to launch the Parallel Reality beta experience for flyers at Detroit Metropolitan Airport. Parallel Reality displays are an opt-in technology which, according to Misapplied Sciences, allow ‘a hundred or more’ consumers to view personalized content tailored to their unique journey needs via a single screen.

For Delta, adopting this technology means providing new way-finding opportunities: from displaying only relevant flight information to the viewer and translating that information into a language of the consumer’s choice.

For the beta launch in Detroit, almost 100 customers will be able to view content personalized to their needs. The partnership was announced at CES 2020, which makes Delta the first airline to keynote and exhibit at the event.

Why it’s hot: Delta is taking an existing technology and transforming it into a tool to improve customer experience. It’s taking the idea of one-to-one communication and personalization to the next level. Not to mention the company’s commitment to digital transformation unveiling several other consumer innovations alongside Parallel Reality at CES 2020. The announcements included an expanded partnership with ride-hailing company Lyft to help streamline journeys, a new AI-driven machine learning platform that analyses millions of data points, and even a wearable robotic exoskeleton for its employees.


scenes from stockholm’s underground…

Apparently big music venues in Stockholm have had a rough past few years, with many closing. So, Clear Channel created “Stockholm Underground”, using this trend as an opportunity to direct focus back to Stockholm’s local scene. Basically, it turned 300 digital OOH units in Stockholm’s metro (underground) into real-time guides on where local, “underground” acts were playing each day.

Per The Drum:

“Instead of displaying ads on Clear Channel’s 300 digital screens, the ‘Stockholm Underground’ music guide, will run as a real-time guide to encourage commuters to take advantage of local shows and up-and-coming artists performing at smaller venues.

Drawn from a database of upcoming live shows aggregated from online sources such as websites, blogs and Facebook events, with up-and-coming bands and artists also able to add their shows to the database, the initiative will give even the smallest acts a chance to reach up to one million people.

The data will then be used to direct commuters to their nearest local music show in the hours before it is supposed to begin.”

Why it’s hot:

Ads that aren’t ads are my favorite kind of ads. It’s a bold move for Clear Channel to reallocate all of its ad space to help promote local artists. It’s a good example of what can happen when a brand asks how it’s contributing to the community around it – whether local, regional, national, or global. As summed up by head of Clear Channel Scandanavia, “We are a natural part of the urban space and have both the will, and the responsibility, to contribute to making cities dynamic. Stockholm Underground is another example of how we are committed to doing so.”


Puppo Brings Personalization to the Dogs

In an effort to launch in one of the biggest and most saturated markets in the world, Mars’ Puppo, a subscription-based and personalized service for dogs, took personalization to a new level, creating 100,729 bespoke ads for each dog licensed in Manhattan.

Puppo created an algorithm that extracted data from the NYC Dog Licensing Dataset to find out the name, age, breed, borough and zip code of each dog. A modular copy and art direction system then generated an individual print ad for each dog that linked to a health benefit from using Puppo’s services.

Owners were targeted by zip code and print posters were placed within dog-walking distance from their homes. The Every Dog Has its Ad campaign was also promoted by digital OOH and display ads.

The campaign saw a 68% increase in new site users within one week, 28% of which came directly from the posters. There was also a 144% increase in organic searches for Puppo.

Why it’s hot: Clients are always looking for ways to personalize their communications in unique and attention grabbing ways — here, Puppo used a variety of data (licensing information, zip code, dog breed, etc.) to create personalized geo-targeted ads to dogs and their owners. succeeding in grabbing attention and driving awareness of their product in a personalized and relevant way.


Billboards, meet VR…you’re new Daddy

A Peruvian highway is prime ad space during the summer months, which forces advertisers to battle it out in efforts to capture the attention of thousands of beachgoers.

But Sodimac, a home improvement brand, set out to capture their imaginations instead by skipping the billboard approach altogether. They did so by creating a 360-degree virtual reality experience along the highway where brand representatives gave out 40,000 Google Cardboard headsets to car passengers. With their VR headsets on, passengers experienced giant-sized virtual Sodimac summer products along the road, making their road trip seem more like a Disneyland Ride, than a car drive. More importantly, they completely ignored all other billboards.

  • We don’t hear a lot about Billboard clutter and we hardly see smart digital ideas that solve for that, which this beautifully does
  • Brought VR to life in a very unexpected space and on a massive scale
  • Tech approach delivered on their brand proposition: They are experts in transforming spaces
  • VR experience was innovative, but also added value to consumers by making their drive more exciting

Plug Your Headphones into a Billboard and Be Transported to Paris

sounds-of-the-city-thalys-billboard-psfk-964x644A French train company is using the power of audio to entice people to travel to its main destinations. Thalys paired up with French Agency Rosaparks to create Sounds of the City, a set of interactive billboards that lets passerby plug in their personal headphones and listen to the sounds of Paris, Brussels, and Amsterdam.

People travel to experience culture and learn the stories of people, and sound does an excellent job of conveying the message. So the Rosaparks team set out to each of the cities, collecting more than 1,000 different sounds from each place. Sounds of food, the market place, skateparks, and even from history archives were recorded and then implanted within the billboards. The result was essentially an audio database of urban life.

The billboards were then outfitted to be a map of each city, with audio jacks placed in different areas and neighborhoods. Each jack holds a different sound, and passersby can insert their headphones into whichever one to experience a different time and place.

Eighty-three percent of all advertising we’re exposed to focuses on sight, but sound goes underutilized as an effective marketing tool. Sounds of the City pulls audiences in, using a unique sensory approach to attract audiences.

Studies show that audio influences how people experience their environments, and brands are experimenting and using this understanding to alter the consumer experience. Headphones create immersive experiences—distractions are muted and brands can take center stage. With these billboards, passersby can almost instantaneously experience the wonder of travel. But to use their other senses, they they need to then get on a train and physically experience the cities.

sounds-of-the-city-amsterdam-psfk-964x644Source: PSFK

Why It’s Hot

We’ve seen a few cool billboards and OOH advertising lately — from soda and beer dispensers to digital coordination with moving trains. Using audio is an interesting approach that we haven’t seen yet, that picks up on insights about travel and encourages passerbys to actually engage.

Check Out How JetBlue’s Window Display ‘Avatar’ Hysterically Duped Passersby


JetBlue set up an all-digital-looking window display on Sixth Avenue in New York one weekend in mid-May, surprising a couple thousand people who happened to walk by. There was a huge, fully functional touchscreen that incorporated what looked like a state-of-the-art avatar of an airline stewardess giving instructions to people when they approached. For example, she initially said to each person, “Hello. Welcome to the JetBlue experience. Please select a topic to get started.” There were a handful options, and the seemingly robotic flight attendant would offer helpful information after people made their selections. But then, she would comment on something particular about each individual like what they were wearing.

Why It’s Hot

A hidden camera captured people’s reactions when they realized the avatar was an actual person — a real-life JetBlue flight attendant who would sometimes leave the window display and go outside. She gave away 100 complimentary flight vouchers to the people who most engaged with her. The marketing also served a digital-research purpose; JetBlue recorded the topics selected on the touchscreen interface as most important to participants. For example, twice as many people chose legroom compared with other JetBlue features. JetBlue’s experiential marketing effort, titled, The Better Wingman” definitely blurs the lines between digital and real life. The following video show the reactions of some of the over 2,600 interactions.

Edible Billboards: Why not have billboards with built-in samples?

At the NCAA men’s Final Four in Indianapolis, Coke Zero built a 4,500-foot straw that dispensed Coke Zero from a billboard. The straw spelled out the words “Taste It,” and had six fountains that dispensed the soda (watch video here).

In East London, Carlsberg beer created a similar experience with a beer-dispensing billboard.

And Mr. Kipling, a large-scale British company that supplies baked goods to stores, built a billboard made entirely of cake and icing. Sugar artist Michelle Wibowo created the billboard using more than 13,000 pieces of cake. The cake, with the tagline “Life is better with cake,” was distributed to passersby (watch video here).

Read more here (Edible billboards are a real thing, and these are made of beer and cake).

Why It’s HOT

The problem with food ads is that you can only see the product, but you can’t smell or taste it. Here is a great example of how an old medium can be used in new ways – creating disruption and driving conversation.

Missed opportunity: social amplification.  In 2011, a German billboard dispenses dog food when you checked in on Foursquare– Read more here (video case study available).




Digital Dog Follows Prospective Owners in Search of Home

In a seamless execution marrying outdoor, guerrilla and digital tactics, the Battersea Dogs & Cats Home “#LookingForYou” campaign turned heads in London’s famed Westfield Stratford Mall.

Shoppers at the mall were treated with a touching personalized advertisement. Mall-goers were handed out special leaflets by Battersea and had a cute digital dog follow them around digital screens as they strolled the mall.

The key technology behind the execution was a RFID chip that the leaflets were embedded with.  The chip activated nearby screens in the mall. Walking across jumbo screens, an adorable dog named Barley will stroll with the person holding the leaflet. As they walk through the mall, Barley pops up like magic on screens to interact with the lucky passerby.

Watch the campaign video below:


Why Its Hot:

The campaign leveraged innovative technology to create a tailored experience and draw attention to a worthy cause. With the help of an adorable dog, the goal of creating an emotional connection with the shoppers was natural.

Sidenote: The charity, which has been around since 1860, re-homed an astounding 3,000 dogs in 2014. That averages into eight dogs moved into new families every day!