Ask.com partnered with Six Flags to create a location-based game at Six Flags theme parks. The GPS-enabled Ask app for iPhone detected when users came within a two mile radius of a Six Flags and prompted them to play an in-app “Skip the Line” game. Players answered questions in the app for a chance to win a jump to the front of the line through SMS short codes and texting the correct answer. To promote the game, Six Flags ran TV spots on the Six Flags TV network, with additional signs …

Phenomblue created Movie Lotto to entertain audiences before movie trailers begin. Using smartphones and a projection system, audiences can play Movie Lotto by texting the entry number and scratching off a virtual ticket while sitting in the theater waiting for the movie to begin. As players scratch away on their smartphones, the results are displayed in real time on the movie screen. The winner is awarded a barcode on their phone redeemable at the concession stand. The Mobile Projection Gaming technology allows multiple users to interact with one screen through their …

Chevrolet and Pearl Media set up an interactive 3D mapping projection on the Roosevelt Hotel in Hollywood, Calif., featuring the world’s largest arcade Claw game, for two days in December. Supporting Chevy’s "Let’s Do This" campaign for the 2012 Chevy Sonic, the projection covered the façade of the hotel and spanned more than 10,000 square feet. A human-sized joystick set up in front of the Roosevelt Hotel allowed passersby to direct the claw toward one of many prizes, from a vacation for two valued at $4,000 to Burton Snowboards. On the …

Even before it arrived on US shores, The X Factor had positioned itself as a contender to American Idol's throne and unearthed a legit phenomenon in the form of Susan Boyle. That said, Fox didn't take the youth audience for granted. It set about creating a hub of sorts, one which melded loads of online-only content (photos, rehearsal footage and the like) with material from the show's three A-list corporate backers (Sony, Pepsi and Verizon). The end result was essentially a doubling of The X Factor experience, one which essentially created …

Meijer, a Grand Rapids, Mich.-based retailer, worked with several companies to connected search engine marketing with outdoor messaging on digital billboards. The retailer had help from partners to determine through local search queries the messages to post on outdoor signs. If residents on the east side of town looked for deals on bread online, the closest digital billboards served up information on where to buy the bread. If locals on the west side looked for umbrellas, the nearby boards served up information on umbrella. The products advertised were selected based on …

As comes spring, so too comes allergy season… and the pressure on brands like Claritin to protect its market share against a host of competitors. To this end, Claritin partnered with The Wall Street Journal to add a localized pollen count - complete with a green/yellow/red color scheme to signify the severity of the threat - to the time/weather infobox in the upper right-hand corner of the venerable paper's web site. Unlike many data-smart campaigns, however, it added a geotagging component, which pointed would-be sneezers towards the closest retail pharmacy selling …

The Experience Stations, seven-foot tall kiosks featuring seventy-inch high definition screens and several immersive technologies, allow brands to connect with consumers. Passersby who stop at the stations find the ability to interact with the content through gestures similar to Microsoft's Kinect technology. The stations offer multi-touch screens and near field communication capabilities allowing consumers with NFC-enabled mobile phones to conduct transactions. The stations use the Intel Audience Impression Metrics Suite to measure and analyze time spent interacting with advertisements. The software can determine age and gender. They also offer real-time monitoring …