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Monterey Bay Aquarium's Interactive Bus Kiosks Named a Finalist for Out-of-Home Advertising "OBIE" Award
Monterey Bay Aquarium has been named an OBIE Award finalist by the Outdoor Advertising Association of America (OAAA) for its “150 Feet of Awesome” advertising campaign that turned 13 bus shelters in San Francisco into a virtual scuba diving experience.
The kiosk campaign has already earned a Gold Crown Award – the highest honor granted by the Digital Screenmedia Association. From a field of 69 nominees, the OBIE winners will be announced at the 71st Annual OBIE Awards event on May 21 in Los Angeles.
The interactive transit kiosks were part of the aquarium’s “Share the Experience – Share the Love” campaign that also included a virtual floating aquarium logo in McCovey Cove on TV broadcasts of San Francisco Giants games, sponsorship of the Giants’ seventh inning “Kiss Cam”, a jellyfish “flash mob” on the streets of San Francisco, as well as billboards, ads in BART stations and trains, and traditional television, radio and online ads.
The campaign was developed by Engine Company One of San Francisco. The interactive dive kiosks were created by Inwindow Outdoor of New York, in collaboration with MacDonald Media and Clear Channel Outdoor.
“This year’s OBIE finalists encompass all that Out-Of-Home has become – an advertising platform that can be compelling, interactive, and funny,” said OAAA Chief Marketing Officer Stephen Freitas.
The aquarium’s “150 Feet of Awesome” kiosks let people, with the touch of a hand, take a virtual dive 150 feet below the surface, where they encountered sea turtles, jellyfish, sardines and other ocean animals. They could use the kiosk to take a picture of themselves during their “dive” and then share the photo with friends through Facebook and Twitter.
This video link shows the “150 Feet of Awesome” kiosks in action: http://www.youtube.com/watch?v=HrnCBALVIwM
A full list of OBIE Award finalists can be found on the OAAA website.
The mission of the Monterey Bay Aquarium is to inspire conservation of the oceans.
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