If you happened to stroll by Toronto’s Yonge-Dundas Square last weekend, you may have noticed people holding their cell phones in the air. On June 2, Fallsview Casino Resort had an interactive billboard installed in the busy downtown square.
The billboard invites passersby to download a free app called FunSquare, which initiates users’ smartphone cameras. When users point their device at the billboard, they’re treated to an augmented reality sequence that promotes the casino before being taken to its website.
“We’ve made it hard to miss,” said Greg Medulun, the casino’s director of communications. “It’s a user-friendly platform that’s easy to interact with. We’re always looking outside of the box for creative ideas that will capture consumers’ attention, whether it’s a new commercial or a billboard.” In this case, that billboard is located 90 minutes away from the venue it’s advertising, but Medulun said the placement is meant to remind tourists that Niagara Falls is just down the highway.
In a statement, Cathy Price, the casino’s vice-president of marketing, said the billboard reflects the brand’s “energetic, entertaining and distinct” personality. Medulun added the billboard will work to make consumers think of the casino as a fun place to be.
“The environment at our casinos is hip, fun and always exciting, so incorporating augmented reality into an otherwise traditional advertising format was a great fit to reflect our brand and to bring more fun to consumers,” said Medulun.
The billboard will remain in the square until September. Medulun noted that more interactive activities will continue to take place throughout the summer.
Agencies involved in the casino’s new billboard include Blammo Worldwide, Pixelpusher, OMD-Canada and Sparks Event Marketing.
