In anticipation of one of their biggest shows of the year, HBO made a massive splash for Watchmen by utilizing an array of OUTFRONT (NYSE: OUT) out-of-home assets including bus posters, transit shelters, wallscapes, billboards, subway posters, and Liveboards, throughout New York City and Los Angeles.
The campaign maximizes augmented reality (“AR”) on LA and NY bus shelters , which surprises commuters as it appears to “rain squids” from the sky, a reference from the original Watchmen graphic novel and the series’ first episode. This is accomplished by placing a camera directed on the street and superimposing the experience on the current environment. The Liveboards included a real-time countdown that led up to the show’s premiere on Sunday, October 20; an additional eight episodes will be released throughout the season.
In New York City and Los Angeles, city commuters have recently experienced an onslaught of squid raining down as part of a promotion for HBO’s new TV series, “Watchmen,” based off of the original DC Comics. “Liveboards” are essentially digital advertisement boards located in bus stops in cities like LA and NYC. Using the real-time cameras on the liveboards, augmented reality (AR) can be overlaid with real-time footage of the city. The rain of AR dead squid was meant as a throwback to the original “Watchmen” by DC Comics wherein a giant squid appears in the sky over NYC.