CBS Outdoor Canada is boldly going where it’s never been before.
The out-of-home advertising company has partnered with Toronto-based interactive agency E-axis to create an innovative augmented reality campaign promoting the upcoming 2012 Calgary Comic and Entertainment Expo.
Two transit shelters in downtown Calgary – plus another at the Expo’s venue, the BMO Centre – have been transformed into so-called “transporter” units similar to those found on the sci-fi series Star Trek: The Next Generation.
Visitors to the transit shelters can download the free AR Transporter app to their tablet or smartphone, and then use it to “beam up” someone standing in front of the creative.
“The client wanted something appropriate to the event and would engage the people that are going to come,” said Michelle Erskine, Toronto-based director of marketing for CBS. “We just thought the idea was awesome, because what a fun group to do an augmented reality concept for.”
The shelters were installed Monday, the same day Apple approved the AR app for download via iTunes. Erskine said it was too early to determine download numbers, but noted that there has been significant discussion of the program on social media sites like Twitter.
Calgary becomes home to the final frontier April 27-29. Confirmed attendees at the event include former Batman star Adam West, Robert Englund of the A Nightmare on Elm Street series and the cast of Star Trek: TNG.
