Pilot project turns bus shelters into internet-connected tourist information centers.
Instead of having to rely on your smartphone, Google has teamed up with R/GA London to offer an alternative way to track down local attractions, weather and travel information in London. “Google Outside” is a pilot scheme that uses giant display at 160 locations around the city to make search accessible outdoors. Now there’s no need to squint at your phone while trying to find a tourist attraction that is probably only a few feet from where you’re standing.
The screens use existing smartphone technology called Google Now to take into account local conditions and provide people with information about their current location. This means that on a rainy day you are more likely to be directed to the nearest cinema, as opposed to the nearest public park.
A Google spokesperson told The Drum:
We are currently testing a new way of helping users get the most out of London, as we want people to enjoy Google wherever they are. The Google search app has so many great features that people can use outdoors, and we thought various spots in London would be give people a chance to experience it for a while.
R/GA London worked with Google on the concept and execution of the pilot, while Clear Channel UK provided the advertising space on bus shelters, and CBS Outdoor managed sales for the London Underground. The media agency involved on the project was Manning Gottlieb OMD.