Hyundai: Times Square Billboard Racing Game

Fri, Dec 30, 2011
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Hyundai have created the world’s largest iPhone controlled racing game in New York’s Times Square. Users simply have to register with the “Hyundai Race” and download the app to get a turn to control the car on a giant digital billboard using their iPhone.

The game features the Veloster hatchback which is controlled by the driver by tilting the phone left and right to steer using the iPhone’s built-in accelerometer. Users also have to connect to the Hyundai WiFi network in Times Square to connect their phone with the game. After the race, gamers’ scores appear on the billboard so they can see how they stack up against other racers. The gamers also leave with the Hyundai app downloaded on their iPhone which is good for ongoing content and communications.

The game is an engaging experience for the driver and also grabs the attention of the Times Square crowds. It’s great to see more of these interactive billboard displays that allow users to control activity. I would love to see a campaign where this experience can also be easily shared through social networks. What would you like to see from digital billboard campaigns next year?

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