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Apr 23, 2007
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Interactive Video Board Launches in Dundas Square
Toronto's downtown core is being turned into one giant video game.

Anyone with a compatible portable digital device can play a real time giant video game using their BlackBerry Pearl Flip smartphones from Rogers Wireless to communicate a massive video board on the Toronto Eaton Centre Media Tower at Yonge-Dundas Square.

The promotion is a demonstration of technology to reach and engage target audiences with the dynamic promotional capabilities of digital out of home.

The Outdoor Broadcast Network (OBN) secured the exclusive rights (for Dundas Square) to software distributed by iGotcha Media and took the idea to Rogers Wireless through its agencies, MediaCom and Publicis.

The “Dial to Play†software has been integrated into the operating system of the 40’ x 30’ video board on the Toronto Eaton Centre Media Tower that overlooks Dundas Square, enabling users of the new Rogers Wireless BlackBerry Pearl Flip smartphone to interact with the giant video board.

Rogers will have event teams at Yonge-Dundas Square until the end of December, inviting up to 10 people at a time to try out one of the new BlackBerry Flip smartphones and play the game in real time. Game players control their actions by shouting ‘Flip’ into the mobile phones which through voice recognition controls each player’s avatar hand reaching up to a Christmas stocking to grab phones that appear to tumble from the sky.

OBN has incorporated the game into the regular programming run of advertising on the video board.

Publicis Canada is one of the largest and leading communications group in the country, employing more than 450 people. Publicis Worldwide, with a presence in 83 countries, is one of the three worldwide advertising networks of Publicis Groupe SA and is positioned with a very specific and unique approach: La Holistic Difference.

OBN is the only national network of Video Boards in Canada and also offers several specialized out-of-home media venues. OBN provides marketers with innovative advertising solutions by leveraging technology that enables them to engage their viewers.

The OBN national network delivers a weekly audience of over 11 million across the markets of Vancouver, Victoria, Chilliwack, Edmonton, Calgary, Winnipeg, Windsor, Niagara Falls, Cambridge, Hamilton, Saint John, Halifax and Toronto. OBN is a member of CODA (Canadian Out-of-home Digital Association), COMB (Canadian Out-of-home Measurement Bureau) and OMAC (Out-of-home Marketing Association of Canada).
Looks like more advertising is going up on Yonge St. just south of Dundas Square.


By torontovibe, shot with DSC-N1 at 2009-04-12

I thought this was kinda cool.


By torontovibe, shot with DSC-N1 at 2009-04-12
Last edited:
Asian Bowl is opening two doors south. Starbucks at Eaton Centre (at Yonge & Shuter) is closed for renovations.
Better to have a (sort of) microbrewery than a major corp. But even better to have no advertising at all in a so-called public square.
The raised sidewalk areas with the trees in front of Canadian Tire and Best Buy are a bit of a safety hazard. You cannot see that they are raised! - especially at a distance. Mainly because the concrete sides are on a small slope and blend into the surrounding sidewalk.

I have seen MANY people trip over these things. I'd hate to see this happen to someone with osteoporosis or balance issues.
I applaud the fact that that new micro-brewery restored the heritage building inside and out, but that sign on top is just bad.
30-35 years ago, a more likely business name hereabouts would have been "3 Brassieres"
pic by Jasonzed at SSC....