The advertising displays, managed by outdoor media owner Primesight, are being used to create a number of ‘Battle of Waterloo’ scenes around the central London railway terminus, one of the busiest locations in the UK with a daily footfall of 240,000. Each panel features a QR code and a number also have NFC tags placed nearby, allowing passers by to interact with the billboards and posters directly from their smart phones.
A wireless network has also been set up that lets anyone within a 250 metre radius of a poster go online free of charge to access Battlefield 3 content.
“The Primesight Waterloo domination allowed us to make the right statement at the right time,” says Kevin Flynn, senior product manager at EA Games. “It looks incredible and we’re delighted with the results.”