Article

Top 100: 49. Interactive storefront windows

May 2, 2011

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.

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