Advertising gestural interface

Birmingham based agency Clusta have coupled together with CBS Outdoor (outdoor billboard advertising company) to produce a truly unique interface. It engages iPhone users with advertising LCD screens, allowing them to control and change the advertisement on screen via gestural interactions through WiFi or 3G connectivity on their phone.

According to Brand Republic:
By swiping in either direction on the iPhone’s touchscreen, users can make the object in the digital poster spin to the left or right, and users can also make the display change colour.

Also by using the “pinch” and “stretch” finger gestures on the iPhone, consumers will be able to zoom in or out of the object displayed on the screen.

I know that it is a shame that this is currently limited to iPhone owners but according to Clusta this technology can be developed to work across all smart phones. It will be interesting to hear over the coming weeks what the take-up and interest is like in this type of advertising in London where it is to be put to trial. At the moment I feel being able to zoom in on a product, spinning it around and changing the colour would be very useful if say you were looking at an advert for a new trainer where you can get a total 3D perspective and change colour options. But, unless the technology becomes more intelligent to give the user a more engaging experience this could just become a gimmick.

What are your thoughts? Do you think this idea will take off?

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Tags: CBS Outdoor, Clusta, interface design, iphone

This entry was posted on Monday, June 8th, 2009 at 2:19 pm and is filed under Interface, Usability, User Experience. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.


2 Responses to “Advertising gestural interface”

  1. charlie Says:

    June 9th, 2009 at 10:24 am

    I love it. But then I’m biased- I managed it at Clusta! Fantastic potential utilising the technology and an enlightened client too. Hopefully it’ll evolve into great applications in the real world. It’s kinda fun controlling the digital billboard! Next steps, ability for consumers to benefit from digital access to exclusive offers.

  2. Kevin Rapley Says:

    June 9th, 2009 at 11:03 am

    Thanks Charlie. I should’ve mentioned that I am good friends with Charlie and he gave me the heads up on this fantastic technology he has been managing. I really hope this get a good reception and does evolve as you mention. Please keep us posted on any developments and reactions in London.

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