Media owner CBS Outdoor and mobile 'visual discovery platform' Blippar have joined forces to bring the CBS Look for Longer campaign to life through augmented reality technology. The four-week project, which has seen London's commuters attempt to identify 75 Tube and DLR stations from cryptic picture clues, now features an interactive element for Blippar app users at Westfield Stratford City's 6 x 1.7m North Star site.
The free-to-download Blippar app allows users to 'blipp' the digital LED screen and see the poster content come to life on their mobile device. Westfield Stratford City's 3.3 million monthly visitors will then have the opportunity to find ten bonus clues to help them identify the stations. Participants have the chance to win prizes including a Virgin Media VIP Collection broadband and entertainment package, iPads and Kindle Fires.
"Working with Blippar, we can take the campaign to the next level, generating increased participation and social conversation, thereby offering extended engagement with tech-savvy urban shoppers," explains CBS Outdoor marketing director Simon Harrington.
The blippable poster will soon be rolled out to Westfield Stratford City's sister site at Westfield London in Shepherd's Bush, the company adds.