SEEN & NOTED: NEW YORK, NY – A new digital out-of-home campaign has been launched in New York and Los Angeles on behalf of CBS for their new crime drama, Person of Interest, a series about a presumed dead, former CIA agent who teamed with a mysterious billionaire to prevent violent crimes by using their own brand of "vigilante justice". In the series, the characters make use of a state-of-the-art surveillance technology and a software program, designed by the billionaire, that uses pattern recognition to identify people about to be involved in violent crimes.
The campaign was developed by Inwindow Outdoor, a digital out-of-home advertising company, that has run similar street-level interactive advertising campaigns for HBO, Intel, Absolut, Target, Pepsi, and JetBlue in urban storefronts and mall locations across the United States. Inwindow Outdoor recently launched interactive campaigns for CW’s Ringer and 20th Century Fox’s Rio.
The Person of Interest's interactive screen are unique for two reasons. First, when a pedestrian approaches the screen they see themselves mirrored and superimposed on the screen's motion graphics. Then, screen’s cameras detect the user’s presence and scan their face, then the system takes a photo that the user can then opt to have sent to them by texting a number that's displayed on the screen. When the photo arrives on a user's smartphone the CBS/Person of Interest branding is included with a tab that enables users to automatic upload it to Facebook. By sharing the photo with friends, the user then activates the analytical elements within the campaign and information is then pulled from that user’s page to create a ‘dossier’ about the user and their Facebook friends who also may be involved in the series' fictitious government plot, creating viral buzz for the campaign.
“My favorite aspect of this campaign is the feeling that users, themselves, become Persons of Interest,” said Steve Birnhak, CEO, Inwindow Outdoor. “Plus, the online component is really fun because it pulls information from Facebook profiles to create a fictitious report detailing accomplices, whereabouts, and suspected activity.”
The Person of Interest campaign can be seen through the end of the September in New York at 774 Broadway (9th Street, just North of Astor Place) and in Los Angeles at Century City Shopping Center (10250 Santa Monica Boulevard).
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