Digital out of home (DOOH) media owner, Ocean Outdoor, has announced a partnership with Web3 engagement platform, SmartMedia Technologies (SMT).

The collaboration allows Ocean to leverage The SmartMedia Stack, SMT’s self-serve, no-code, drag, drop and distribute studio, improving the connection between large format digital outdoor and mobile screens for brands seeking immersive audience experiences.

Using Ocean Labs’ technology packages and fast wi-fi connections, outdoor audiences can connect to full motion screens via their mobile phones to access token powered games, either collecting objects in real time, or using their handsets to control different objects to receive a branded or personalised NFT (non-fungible token), powered by SMT. Once collected, these tokens are added to virtual wallets to be redeemed for prizes, samples or offers, either immediately at the point of play, in store, or online as part of advertising promotions.

The partnership follows the success of Lacoste Heroes, Coty’s experiential fragrance sampling and pop-up at Westfield London. The activation was the centrepiece for a nationwide virtual treasure hunt in which Coty offered 120,000 NFTs for collection via an AR game accessed through QR codes on Ocean’s wider DOOH network.

The campaign delivered impressive results, attracting 92,000 total unique visitors and 34,600 AR game users. Some 24,012 gifts were redeemed, with 49 per cent of players redeeming their free sample through the AR experience against a benchmark of 35 per cent. 23,837 users opted-in to eMarketing.

“Pairing SmartMedia Technologies’ enterprise engagement platform with Ocean Outdoor’s market-leading screen offerings enables us to bring yet another revolutionary new layer of interactivity and attribution to our client’s campaigns,” said SMT CEO, Tyler Moebius. “Our mobile experiences enable marketers to seize the decisive moment they capture a consumer’s attention with an eye-catching social media campaign, QR code on their packaging or an unmissable offer on Ocean Outdoor’s OOH screens, and immediately drive them into highly engaging activations that surprise, delight and captivate.”