Audible is launching an out-of-home (OOH) initiative that aims to captivate over 60 million viewers, marking the world’s largest global augmented reality (AR) campaign to date, according to the latest release details. This effort builds upon Audible’s inaugural global marketing campaign, which debuted on June 3 with the theme “There’s more to imagine when you listen.”
Expanding on this concept, the AR campaign showcases how wearing headphones can ignite imagination and transport listeners into alternative realities. To achieve this immersive experience, DOOH.com utilized 4K all-weather cameras at each site to capture live images of the surroundings behind the screens. These images are then integrated into a window illusion that initially displays cityscape backgrounds, transforming into scenes inspired by Audible’s original and exclusive titles.
Featured titles include the sci-fi thriller “Project Hail Mary” and the classic fairy-tale retelling “The Little Mermaid.” For instance, in New York City’s Times Square—a prominent location for the campaign—viewers will encounter an underwater scene teeming with jellyfish. Central to this experience is the deployment of GroupM’s WinDOOH technology, enabling a user-friendly encounter without the need for mobile devices, unlike many other AR activations. This campaign also marks the global debut of WinDOOH, highlighting its innovative application in digital out-of-home advertising.
