“What the People Want,” Volkswagen’s new interactive campaign on the ABC SuperSign in Times Square, appears to be interactive messages. The campaign is scheduled for eight minutes every hour from mid-April to mid-May.
The two-minute spot prompts participants to respond to a polling question each time it plays. Users participate through mobile devices to send SMS-text messages to respond to user-submitted questions. Participants’ usernames and the live results of each question are dynamically published, and integrated with HD-quality video, animated graphics and text, in real time, on the SuperSign.
The interactive spot is the first of its kind on the ABC SuperSign system. Show & Tell Productions (NYC) designed and created the display’s sign control system; developed the technology for the dynamic-text and graphics-rendering engine; integrated and configured the live-data feeds; and built templates that integrate the interactive Flash application results, HD-quality video and text.