Streets uses interactive billboard to promote new Magnum product

Posted by AFN Staff Writers on 2nd May 2012

Australian ice cream brand Streets, which is owned by multi-national food company Unilever, has launched Australia’s first ‘outdoor facial recognition billboard’ to promote its Magnum Infinity product.

The Magnum Infinity billboard is on display in various locations in Sydney, Melbourne and Brisbane over the next two weeks.

The billboard uses a camera with facial recognition technology that provides the user with instructions via a three-step screensaver. After smiling to activate, the user begins to ‘bite’ the Magnum Infinity on the billboard.

With each attempt at biting, the camera in the billboard will register the user’s mouth movements and imitate it by biting the ice cream that is on the screen. Users can also smile for their photo to be uploaded on to the Streets Magnum Facebook page.

Joe Peschardt, Corporate Director of Spinifex Group, who created the billboard said, “In partnership with JC Decaux, we were able to combine the latest in technology with the art of great storytelling to deliver a highly immersive experience.”

Streets’ promotional campaign began in front of Sydney’s Customs House yesterday, when an exhibition of dancers emerged from a branded Magnum Infinity box. The campaign is also being promoted nationwide through television, magazine, outdoor and digital advertising.