The Necks Big Thing

Inwindow Outdoor (NYC), a digital-storefront-advertising company, has launched a deeply interactive campaign that promotes CW’s new drama, Vampire Diaries. The campaign utilizes augmented reality and Bluetooth on three Inwindow properties in Los Angeles and three in NYC.

Vampire Diaries, which premiered on CW Networks in early September, centers on a high-school girl and two warring vampire brothers who vie for her soul.

Playing on the concept that vampires don’t have reflections, pedestrians who approach the Inwindow Storescape will initially see their likeness on a screen. Shortly thereafter, a black crow approaches the viewer, circling around his/her head before flying off. The screen then flashes momentarily, and the viewer’s image vanishes while the background scene – other pedestrians, cars, etc. – remains. A trailer of the show then launches on the screen, and the pedestrian is sent a message to his/her mobile device, via Bluetooth, that shows the trailer on their phone.

Created in partnership with OMG, deployment partner Helios Interactive Technologies, and augmented-reality provider Total Immersion, the CW Storescape campaign will run for four weeks.

Steve Birnhak, CEO, Inwindow Outdoor, said, “The value of a captivating street-level or mall display is undeniable. Recent displays using similar technologies, like our campaigns for Coraline and Sprint, have proven to be extremely successful. We have no doubt the CW campaign will yield similar results.”