Gambling firm, William Hill Vegas, has launched an AR-powered virtual slot machine on 23 OOH screens across the UK.

The campaign and concept, created by Wavemaker in collaboration with William Hill, using technology from Smart Media Technologies in conjunction with Ocean Labs, sees digital and static billboards facilitating a two-way interaction with the audience. Consumers grab a digital token from the billboard via a QR code. They then spin the slot machine on their mobile in AR via a WebApp Wallet. The digital billboards animate in real time to denote the user has interacted and been entered into a prize pool, with a top prize of a £15,000 trip to Las Vegas.

“William Hill is on a mission to become synonymous with delivering the ultimate experience in entertainment,” said Michael Sheehan, Director of Strategic Marketing UK at William Hill. “By creating the world’s largest slot machine to be powered by AR we are truly achieving that feat. We’re incredibly excited to be able to work with Wavemaker, Smart Media Tech, Kinetic and Ocean Outdoor to deliver this groundbreaking and innovative campaign. We look forward to seeing the reaction from our audience.”