Out-of-home (OOH) and digital out-of-home (DOOH) advertising has long been a staple for brands aiming to captivate audiences in high-traffic areas. Whether it’s the bold visual of a massive billboard or an eye-catching animation on a digital screen, OOH and DOOH ads are designed to make an impression.
But what happens after someone sees the ad? Too often, that’s where the experience ends.
But it doesn’t have to.
With the rise of mobile technologies like WebXR, mobile augmented reality (AR), and 2D mobile games—and more than 60% of London’s underground now equipped with 5G mobile connectivity—the potential to extend the experience beyond the board has never been more exciting.
This blog explores how brands can use these tools to turn static or fleeting impressions into fun, memorable, and interactive engagements that build lasting connections with audiences.
Why Stopping at the Screen Isn’t Enough
Imagine seeing a striking ad while waiting for your train on the London Underground. You admire it for a few seconds, and then… you move on. Despite the clever copy or creative visuals, the engagement stops there.
This is a missed opportunity. With today’s tech-savvy audience, people expect more than a passive experience—they want to interact, play, and engage with brands in meaningful ways.
Enter QR codes.
QR Codes: The Gateway to Engagement
QR codes have made a roaring comeback in recent years. Simple and versatile, they act as a seamless bridge between the physical and digital worlds. By scanning a QR code on an OOH or DOOH ad, users can dive straight into interactive content without needing to download an app.
What Can QR Codes Unlock?
• WebXR Experiences: Imagine pointing your phone at an ad and suddenly seeing a 3D hologram of the product appear in your surroundings. WebXR doesn’t just make AR accessible—it makes it instant.
• Mobile AR Interactions: Think virtual try-ons, gamified product demos, or even scavenger hunts that connect multiple OOH ads in different locations.
• 2D Mobile Games: Short, snackable games tied to your brand’s story can delight users while reinforcing your message.
All of these are quick to load and easy to use, making them perfect for on-the-go audiences.
But what happens after someone sees the ad? Too often, that’s where the experience ends.
London Underground + 5G = A Playground for Creativity
London’s underground network has long been a prime location for OOH and DOOH campaigns, with millions of commuters passing through daily. Now, with more than 60% of the Tube equipped with 5G connectivity, the potential for digital engagement has skyrocketed.
Here’s why this matters:
• Fast Loading Times: Users can access rich interactive content without frustrating delays.
• Always Connected: There’s no need to worry about patchy Wi-Fi; 5G ensures a smooth experience.
• Boredom Busters: Commuters waiting for their next train are a captive audience looking for ways to pass the time.
This combination makes the Tube a prime spot for campaigns that integrate OOH, DOOH, and mobile experiences.
Examples of Next-Level Campaigns
1. Interactive Fashion AR Try-On
A luxury fashion brand runs a DOOH campaign showcasing their latest collection. A QR code on the screen invites users to scan and try on the items virtually through their phone’s camera. The AR experience even lets users snap photos and share them on social media, driving organic reach.
2. Gamified Brand Adventures
A food delivery service launches an OOH campaign featuring a series of playful illustrations across different stations. Each poster includes a QR code leading to a mini mobile game. Players who complete the game get a discount code for their next order.
3. WebXR Product Demos
A tech company promoting their new headphones uses a QR code on their DOOH ad to launch a WebXR demo. Users can explore a 3D model of the headphones, test virtual noise-canceling features, and even place a virtual pair on their desk to visualize its size.
The Benefits for Brands
By extending the experience beyond the board, brands can:
• Enhance Engagement: Interactive content keeps users involved with your brand for longer.
• Drive Conversions: Whether it’s a discount code or a direct link to your e-commerce site, these tools turn interest into action.
• Measure Impact: Unlike traditional OOH, QR codes provide real-time analytics, helping brands understand user behaviour and optimise future campaigns.
Getting Started with Interactive OOH
If you’re new to integrating interactive elements into your OOH and DOOH campaigns, here’s a quick checklist:
1. Identify Your Goal: Are you looking to entertain, educate, or convert?
2. Choose Your Tech: Decide whether WebXR, mobile AR, or a 2D game fits your campaign’s objectives.
3. Optimise for Speed: Ensure all digital content loads quickly, especially in high-traffic areas like the Tube.
4. Test, Test, Test: Before going live, test the experience on multiple devices and under different conditions.
The Future of OOH is Here—Are You Ready?
The days of static, one-way advertising are over. With tools like QR codes, WebXR, mobile AR, and 5G connectivity, brands have an unprecedented opportunity to extend their message beyond the board and into the hands of their audience.
So, next time you’re planning an OOH or DOOH campaign, ask yourself: How can I take this further? How can I create an experience that lingers long after the audience has walked away?
Because in today’s fast-moving world, it’s not enough to just capture attention—you need to keep it.
Ready to elevate your OOH campaigns? Then hit the button below to get in touch with one of the team at Fooh Studios.
