Working with Out-of-Home engineers and mobile-computing-experts we developed a technique that enables a smartphone to become a virtual basketball. We used the accelerometer to calculate users’ hand motions and translated them into throwing direction and speed to play the right 3D-clip on the LCD-Screen.We set up a digital billboard that became a virtual basketball hoop for passers-by. They were able to throw a virtual basketball by moving their smartphones in a motion as if they were throwing a basketball.The public was able to use the digital billboard to log in to Facebook, Twitter or Foursquare via a mobile website. The system then sent a signal to each player on both the digital screen and their smartphone when it was their turn to take three free throws.A message was automatically displayed on their Facebook Wall for their friends to see when the player logged in. Friends were then able to follow the streamed event live on a specially installed microsite and cheer for their player using likes. Their applause was visually and acoustically transmitted to the digital billboard.

At the end of each player’s three free throws, a special webcam sent a picture of the player’s best throw to their smartphone. Hundreds of players put their photo on Facebook, conveying the ING-DiBa campaign message: when you shoot and score, that's DiBaDu.As a direct bank, ING-DiBa is exclusively geared towards direct communication using modern means. With the campaign we were able to bring both the benefits and simplicity to life and thereby demonstrate ING-DiBa's capabilities.We showed that OOH media and smartphones can be used in an innovative way not only to communicate but also to interact.The various channels work perfectly together and illustrate how consumers will use these different of media in the future. They also reveal the possibilities that such interaction offers the brand. Another highlight was that the product slogan of ING-DiBa was brought to life for the passers-by in a very memorable way.The campaign attracted 2,823 of enthusiastic on-the-spot players. And in turn their friends generated 7,981 likes to cheer them on.

We set up a digital billboard that became a virtual basketball hoop for passers-by. They were able to throw a virtual basketball by moving their smartphones.The public was able to use the digital billboard to login to Facebook, Twitter or Foursquare via a mobile website. The system then sent a signal to each player on both the digital screen and their smartphone when it was their turn to take three free throws.A message was automatically displayed on their Facebook Wall for their friends to see when the player logged in. Friends were then able to follow the streamed event live on a specially installed microsite and cheer for their player using likes. Their applause was visually and acoustically transmitted to the digital billboard.

At the end of each player’s three free throws, a special webcam sent a picture of the player’s best throw to their smartphone. Hundreds of players put their photo on Facebook, conveying the ING-DiBa campaign message: when you shoot and score, that's DiBaDu.

Passers-by were able to control a billboard with their smartphone, with simultaneous live interaction with the web community. ING-DiBa was able to demonstrate how easy and efficient banking can be in a very compelling way, and position itself as an innovation leader.The campaign attracted 2,823 of enthusiastic on-the-spot players. And in turn their friends generated 7,981 'likes' to cheer them on.