Honda’s interactive AR murals showcase EVs for holiday shoppers

Dive Brief:

• Honda is hitting large shopping centers in the Los Angeles area for its first augmented reality (AR) out-of-home (OOH) activation showcasing its electric vehicles, according to information provided to Marketing Dive. 

• The first “Wall of Dreams” mural greeted shoppers in Los Angeles’s The Grove over Black Friday weekend and uses “sky segmentation” technology to integrate digital content with the sky in real-world environments. The mural will be in place through Dec. 7. A second installment at Glendale’s The Americana runs from Dec. 1-7.

• The displays are activated by mobile phones via a QR code. They are part of Honda’s recently launched “Keep Dreaming” campaign, which commits the company to net-zero carbon emissions by 2050.

Dive Insight:

Nearly 70% of consumers take some sort of action after seeing a digital street-level ad, according to research cited by Honda, which explains why the company is using the out-of-home medium to capture shoppers’ imaginations during the busiest shopping time of the year. The OOH marketing industry grew nearly 23% from 2021 to 2022, according to the brand, which joins a growing list of marketers in turning OOH advertising into an interactive experience.

(Copyright: MarketingDive Honda’s interactive AR murals showcase EVs for holiday shoppers | Marketing Dive)