Beneful Encourages Play with Interactive Billboard
We here at The Merz Group are dog lovers. So it’s no surprise that when we heard about a new interactive billboard campaign for Beneful that lets you play with virtual dogs, we were pretty excited.
The “Come Play With Me” campaign can be found in five cities across the US, including one in New York City’s Columbus Circle subway station near Central Park, and is designed to promote Beneful’s brand messaging on the importance of play.
As people walk by the 64-foot long digital billboard, virtual dogs are assigned to run up and follow them in an attempt to initiate play. Users can choose to customize their new friend (color, size, tail, fur, etc.) and play a game of virtual fetch using technology similar to that of an Xbox Kinect.
I’m not sure about you, but if I came across this billboard in a subway station I would miss every train.
Check out the video below to see how the billboard was made.














