Sony Pictures in collaboration with Dentsu Webchutney has come up with real-time dynamic digital out-of-home campaign, which was programmatically driven to advertise the release of the much-anticipated Sony Pictures movie, ‘Spider-Man: Far from home’.
In these busy times when the attention span is declining tremendously, conventional OOH advertising – either stationary or pre-set to rotationally run of digital screens – fails to engage passersby.
To rectify this situation, brands are exploring innovative ways to create engagement. The unique OOH initiative by Sony Pictures Entertainment India is the latest example.
The company launched innovative weather OOH for ‘Spider-Man: Far From Home’, as it’s going to familiarise audiences with the most unique villains in the Spider-Man Universe – The Elementals, in an exciting way.
The campaign makes use of the real-time weather conditions to show Spider-Man fighting them, on an OOH billboard. Using artificial intelligence, changes in the weather conditions and temperature were tracked real-time on the billboard.
With every change, Spider-Man fights the relevant elementals – Water elemental while the on-lookers themselves were dealing with the rains, wind elemental when the breeze raced by in clear skies, and Fire elementals when the temperatures soared, all in dynamically changing motion graphic.