Pepsi is implementing its first OOH that can be controled by anybody who has a bluetooth connection on his/her mobile phone. You can read here more about the subject. Or here. I am sure that some of the people who are passing would very much like to turn it off if they could. I think this ooh is a good idea but we will see how people will find it. I am curious if there is a way to see how many „users” will try to change its appearance with their mobile phone. I am sure that it is somehow a mean to monitor it. I also hope we will see some numbers published somewhere because being the first one in Romania it could be an open door in advertising.
Some more info from Varabiescu.