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.

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