The role of digital technology cannot be underestimated to deliver and improve physical experiences (stop me if I am droning too much about this topic, btw.) No surprise that billboards — traditionally one of the most static and one-way communication medias – are now increasingly becoming experience-providing brand engagement tools.
Just check out these recent examples (although nothing beats this billboard in my mind):
Or this from Calvin Klein:
Try it. It works off the screen, too. Here's a list of some other pretty cool interactive OOH examples.
And even more outeractive out-of-home here.