Yahoo! has partnered with Clear Channel Outdoor, Goodby, Silverstein & Partners, the city of San Francisco, ACNE Production and Obscura Digital to create the Yahoo! Bus Stop Derby, an interactive, digital, transit-shelter campaign that is part of Yahoo!’s broader, 2010, integrated-marketing campaign.
The Bus Stop Derby will use interactive games to highlight Yahoo!’s mobile app offerings to Bay Area residents and commuters, many of whom spend their downtime at transit shelters using smartphones to get informed and stay connected on the go.
Participants will choose a neighborhood from a drop-down menu on the interactive game screen at any transit shelter, which features a 72-in. LCD touchscreen and free, built-in, WI-Fi access to the surrounding area. Then, they choose a game from four Yahoo! Mobile app-related games themed around Yahoo! Mail, Yahoo! Messenger, Yahoo! Sportacular and Flickr. Users earn points for their neighborhoods as they compete against each other.
At the end of the campaign, the winning neighborhood will receive a free concert from OK Go at a local neighborhood venue. (See game rules and regulations at www.derby.yahoo.com.)
The campaign launches across 20 bus shelter in San Francisco on November 22 and runs through January 28t, 2011. The city plans to include additional bus shelters.
The innovative touchscreen solution is based on projected capacitive touch technology, whereby the interactive touchscreen “field” is projected through the cover/safety glass and allows for use with bare or lightly gloved hands.
At the transit shelters, three print panels (two on the inside, and one on the outside) will provide extra promotional messages. For kiosks, the LCD screen will be placed on one side, and three print panels will be on the other panels.
The games include:
• Snap-Happy, a 3-D puzzle in which fragments of photos are snapped together as quickly as possible by rotating the puzzle until all piece align.
• Chatter Scatter challenges users to keep keyboard keys moving around the screen by retyping instant messages. Emoticons earn bonus points.
• Sport-a-pult tests sports-trivia masters’ dexterity by firing the Sport-a-pult and hitting the right answer block.
• Incoming! defies players to sort rapidly incoming emails into the right folders. Like emails from companies that are attending important, industry tradeshows, they keep coming faster and faster.
For complete rules and regulations, see derby.yahoo.com