Taito 'Space Invaders: World Defense' AR Game
Overview:
To celebrate the 45th anniversary of SPACE INVADERS, OUTFRONT XLabs partnered with Google, TAITO, and UNIT9 to transform NYC into a playable AR battleground. Powered by Google’s ARCore and Geospatial API, the game brought aliens to life across rooftops, streets, and skies—turning the city itself into the next level.
To amplify gameplay, OUTFRONT launched a multi-phase OOH campaign across 10,000+ MTA screens. Dynamic countdowns built anticipation, QR codes drove downloads, and live leaderboards fueled competition—culminating in a Times Square tournament with the world’s largest dynamic scoreboard.
The activation generated thousands of players citywide, with Manhattan leading 50% of total gameplay. The campaign showed how DOOH and AR can merge to create cultural moments that are both measurable and memorable. The experience was awarded Gold and Platinum OAAA Obie awards.
Role: Executive Creative Director
Client: The Gorillaz & Google
Agency: OUTFRONT XLabs & Nexus Interactive
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