AR and 3D ads in outdoor advertising

AR technology allows the real environment to be enhanced with digital elements via a smartphone or AR glasses. This capability can be integrated into OOH campaigns in a purposeful way. A classic poster, for example, can be extended with an AR experience: when a user points their phone at the ad, an animated 3D object or digital overlay appears on their screen as part of the creative.

A similar effect can be achieved with 3D ads on large digital billboards. Unlike AR, viewers do not need a mobile device. Thanks to visual rendering techniques, objects appear to break out of the screen or create the illusion of depth, purely through optical perception.

Earned media: going viral on social platforms

Both AR activations and 3D billboards create memorable experiences that attract attention in real life and on social media. When people record these moments and upload them as videos, comments or shares, brands benefit from added exposure that is not paid for. This is known as earned media.

Because these formats are visually striking, they tend to resonate strongly with digitally savvy audiences who are active on social platforms. These groups are accustomed to sharing unusual experiences instantly. As a result, AR and 3D executions work extremely well for social media amplification. A single clip can be shared repeatedly and carry the brand message far beyond the physical location.

Examples of successful AR and 3D campaigns

AR has long moved beyond niche status, and major brands now frequently make use of it. One well-known case is Pepsi’s AR takeover of a London bus shelter. Through the AR display, passersby saw what looked like flying saucers or charging tigers—an illusion that created a strong surprise moment and was shared millions of times online.

At the same time, 3D billboards have seen rapid growth, especially in locations with prominent LED installations. These displays create convincing illusions that impress both on site and in social feeds. A notable example is the 3D zombie billboard for the video game “Resident Evil” in New York City’s Times Square, which generated global attention.

These cases illustrate how effectively AR and 3D technologies capture attention and trigger social media amplification. What starts as a local activation can quickly become a widely shared online spectacle. Brands benefit twice: they reach people in the real-world environment and receive earned media on top.

Advantages of AR and 3D executions

OOH campaigns that incorporate AR or 3D elements can be highly impactful when thoughtfully developed. Key benefits include:

Interaction: The combination of a physical location with digital enhancements increases the likelihood that people will record or photograph the experience and share it online.

Reach: Videos of such stunts spread quickly on social platforms and generate earned media.

Appeal to young audiences: Younger generations are especially responsive to innovative formats and more inclined to share unique visuals.

Halo effect: AR and 3D executions signal innovation, which reflects positively on the overall brand image.

However, AR and 3D creative should not be used without a clear brand connection. If the technology becomes a gimmick, the intended effect may not be achieved.

Conclusion

AR and 3D content demonstrate how seamlessly outdoor advertising and social media can reinforce one another. They turn OOH placements into experiences that are both tangible in the real world and shareable online. When used strategically, these formats add value, showcase innovation and significantly extend campaign reach beyond the physical site. Properly integrated, AR and 3D serve as powerful components within the OOH mix and make full use of the potential of social media amplification.