Fallsview Casino Resort in Niagara Falls, Ont., unveiled an interactive billboard in June near Toronto’s Yonge-Dundas Square, offering an ‘augmented reality’ (AR) experience for street-level passersby.

Developed in partnership with Toronto-based Blammo Worldwide, the out-of-home (OOH) advertising campaign integrates with mobile technology. When pedestrians download a free app to their Apple iOS or Google Android smart phone or tablet computer, then point their device at the billboard (pictured above, at upper right corner of media tower), they can watch a series of 10-second animations highlighting the casino’s offerings, including poker and fireworks.

“We’re proud to launch this innovative idea that reflects an energetic, entertaining and distinct personality,” says Cathy Price, the casino’s vice-president (VP) of marketing. “We’re always looking for memorable ways to connect with new consumers.”

“They recognize the value of creating brand experiences,” says Michael Murray, chief creative officer for Blammo. “The use of AR in this project creates a truly immersive experience for everyone who interacts with it.”

The billboard and mobile app campaign is slated to continue through September.