I think this is a great formula. The holy grail, in fact.
This is where I see the real potential in truly using the places and things around us to engage. Not just through one, but all three.
This target group in particular always has their smartphone with them. We set up a digital billboard that became a virtual basketball hoop for passers-by. They were able to throw a virtual basketball by moving their smartphones.
ING recently created one such experience in Germany:
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