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Smart ideas for smarter cities, see
full campaign on pages 114–115.
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geo-targeted coupon offers embedded into
your ‘Words With Friends’ games on your
smartphone: “Hey, you’re in the area, why
not pop in?”
Adidas Japan, promoting a World Cup
qualifier, encouraged people to ‘throw in’
a soccer ball to star player Shinji Kagawa,
with the action played out on a giant screen
in Tokyo. The resultant goal was credited
to Kagawa and the thrower, using the latter’s
Facebook profile.
Of course, OOH interactivity isn’t l