London’s Piccadilly Lights was transformed into an interactive 3D livestream featuring a battle between two gaming influencers to advertise Samsung Gaming Hub.
The Rocket League challenge played out on the London landmark using Ocean Outdoor’s DeepScreen Alive technology. The DOOH spectacular was created in partnership with Cheil and used the display technology for the first time to accommodate live reactions from spectators within the livestream experience.
Produced by CYLNDR, the 15-minute game unfolded on London’s Piccadilly Lights as influencers @ApparentlyJxck and @Vatira5 battled it out for the title Samsung Gaming Hub Champion.
To create the Piccadilly Lights show, Ocean Labs and Ocean Studio designed a 3D animation of a Samsung Smart TV, presenting the game as if OOH spectators were watching it on their own TV sets.
The creative was underpinned by Ocean’s first ever live-rendered DeepScreen scene via Ocean Vivus, a fully integrated purpose built hardware and software system which incorporates the Unreal gaming engine, opening up unlimited scope for real time responses and 3D interactivity.
Piccadilly Circus audiences could share their reactions and support, using their mobile phones to scan a QR code to access a microsite and select an emoji reaction which instantly appeared on the big screen.
Samsung is a long-term advertising partner of the Piccadilly Lights which are operated by Ocean on behalf of Landsec.