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The platform, which is a media first, will use the touch screen technology and so consumers can control the advertising display on the 57” HD KLCD screen. It works by connecting the consumer’s iPhone to the LCD display via WiFi or 3G. By swiping in either direction on the iPhone’s touch screen, the user will also make the object represented on the display spin to the left or right. Also, by using the ‘pinch’ and ‘stretch’ finger gestures inherent to the iPhone, the user will be able to zoom in or out of the object displayed on the screen and change the colour of the item, though many more interactions are possible in the future.

At The Media Playground event the LCD screens will feature a trainer as the object consumers are able to interact with in order to demonstrate campaign possibilities to potential advertisers. There is also capability for the technology to be developed for other smart phones and also include SMS interactivity to receive more information about the product. So for example, the "Text: 64444” for exclusive discounts" can also displayed for consumers to gain instant access to exclusive discounts.

Russell Townsend, Managing Director at Clusta comments, “This revolutionary platform showcases the huge potential that exists for digital outdoor to use emerging technologies to captivate consumers in its unique environments. Digital outdoor is an incredibly innovative medium and as an industry we are really just scratching the surface of the weird and wonderful ways it can engage.”

Lee Cutter, Head of Retail Sales at CBS Outdoor adds, ““With the flexibility of our digital portfolio in terms of day-part and location-based targeting, we’ve delivered some excellent strategic solutions for our clients. The addition of this level of consumer interactivity will be a major additional benefit for advertisers wishing to capitalise on the enhanced responsiveness of consumers at Westfield.”