How to make a statement with interactive digital signage

Rob Fletcher discusses recent advancements in interactive digital signage across various sectors. He shares examples of innovative campaigns and installations that illustrate the diverse ways this signage is used to create engaging experiences and improve collaboration. Examples include Ocean Outdoor's Coca-Cola collaboration using AI and QR codes, Blue Square X's 110-inch interactive display, and PPDS's installation of collaboration displays at Oracle Red Bull Racing's offices.

While static signage – be it printed or otherwise – presents marketers and brand with some opportunities to interact with consumers and passers-by, digital signs push the boundaries of interaction further and open up all manner of possibilities to those businesses seeking to connect with people.

In this feature, we celebrate some of the recent innovations with interactivity across digital signage, highlighting how sign-makers and related businesses can work with their clients to create all manner of eye-catching campaigns.

Make your own snow globes

When it comes to interacting with consumers, QR codes remain one of the most effective and indeed utilised by brands. These easily scannable codes offer access to all manner of additional content, helping increase the impact of a campaign – as demonstrated with the following initiative.

For Christmas 2024, Ocean Outdoor teamed up with Coca-Cola to create an immersive AI DOOH experience at its Picadilly Lights site at London’s famous Piccadilly Circus. Working with Ocean Outdoor’s DeepScreen technology, the campaign invited passers-by to create their own traditional Christmas snow globes based on memories they share with Santa via AI.

Ocean Outdoor partnered Coca-Cola on an interactive Christmas campaign in London

To make the campaign work, consumers were invited to scan a QR code on the giant screen to engage in a personalised dialogue with Santa via AI enabled real-time conversations and image generation.

By doing this, it allowed them to create their own snow globes, with four different virtual globes alternating on the screen. Users were then able to share their globe with family and friends across chosen channels.

Ocean Outdoor Group creative director David Tait said: “Coca-Cola taps into Christmas nostalgia, using Ocean’s innovative technology to create an immersive 3D winter wonderland. There’s nothing quite like a 15-metre-tall Santa to spread the festive spirit.”

Going large with interactivity

While the temptation to scan a code can certainly help with interaction, the ability to touch and control screens are also a major draw for passers-by. From simple installations such as viewing maps at a shopping centre or mall, or a more advanced piece that allows people to access additional content or even create something, touchscreens can go a long way in driving engagement.

Earlier this year, visual display solutions provider Blue Square X took this a step further with the launch of Vivid X Touch VXT110, a 110-inch interactive display it said has been designed to “redefine immersive engagement and set a standard for large-scale visual interaction”.

Featuring native 4K UHD resolution, the VXT110 comes equipped with integrated streaming and collaboration software, which Blue Square said allows users to share a range of content. In addition to this, the built-in operating system allows for direct content playback, while the manufacturer said single-wire USB-C connectivity streamlines device integration.

Blue Square X added that such is the flexibility of the new solution that it is suitable for use across locations such as showrooms, museums, real estate sales centres and corporate environments

“The VXT110 solves a critical need in today’s collaborative environments,” Blue Square X director innovation, Chanan Averbuch, said. “Traditional displays and video walls often create visual barriers and limit engagement. The VXT110 breaks down those barriers with its seamless design and intuitive technology, fostering a truly natural and immersive experience.”

Chasing the chequered flag

Of course, while many digital screens are used to promote brands, products and services, others are reserved for other interactive uses such as education and in the workplace. Last year, PPDS, the exclusive global provider of Philips Professional Displays, further expanded its partnership with Formula 1’s Oracle Red Bull Racing by installing new screens at its MK-7 marketing team offices in Milton Keynes in the UK.

PPDS partnered Formula 1’s Oracle Red Bull Racing on an interactive digital screen project

A total of 13 screens were placed at the location, including a fleet of 10 Philips Collaboration C-Line displays (65-inch to 86-inch), based on the Windows (8000 Series) and Android (6000 Series) OS. Philips Collaboration C-Line displays provide varying wireless sharing capabilities, with up to 64 people able to simultaneously connect to a screen, for quick content switching between people in the room as well as with those working remotely elsewhere.

Combining multi-touch technology with the Philips Collaboration displays’ whiteboard mode, users can write and draw directly on the screen either by hand or with specialist markers, with all actions streamed back to all connected devices for easy file sharing.

“Getting the marketing teams together, working on content collaboratively, viewing it in sharp, bold contrast, on quality displays is really important,” said Olly Hughes, chief marketing officer at Oracle Red Bull Racing. “These Philips Professional Displays are a game changer and the perfect solution for our marketing office environment.”

Tim de Ruiter, business development director at PPDS, added: “After meeting with the marketing team at MK-7, it was clear that bringing each team within the busy department together and providing them with the tools to collaborate on projects, share ideas and, crucially, celebrate their successes, was a key focus.”

The European Sign Expo 2025, which takes place alongside the main 2025 FESPA Global Print Expo at Messe Berlin in Germany from 6-9 May, will showcase the far-reaching capabilities of digital signage, as well as other non-printed forms of signs.

For more information about the European Sign Expo 2025, click here, and for the 2025 FESPA Global Print Expo, click here.

Discover the latest innovations in digital signage at European Sign Expo 2025, Europe's leading signage and visual communications exhibition taking place from 6 – 9 May at Messe Berlin, Germany. It will showcase cutting-edge products, visionary concepts, and transformative developments shaping the future of signage. Register to visit here and use promo code ESEJ501 and only pay 25 euros for your entrance ticket.