More companies are using channels such as augmented reality (see No. 77) to create enhanced interactive storefront displays designed to allure and captivate passersby in high-traffic locations. ESPN’s “Is It Monday Yet?” campaign for Monday Night Football featured storefronts in New York City, Chicago and Boston outfitted with interactive touch screens utilizing gesture-recognition technology, so passersby could stand in front of the store windows and try to catch consecutive footballs “thrown” at them by a virtual quarterback. Audio commentary by ESPN talent narrated each user’s performance. The game ended when a missed pass “shattered” the window. Riding the World Cup wave, BMO Financial Group installed a soccer-themed interactive video wall outside its flagship Toronto branch. “The beautiful game” employed a combination of motion capture and touch activation to transform pedestrians into virtual goalkeepers.
