Xbox has announced that it will be launching its Forza Motorsport 3 computer game using Ultimate Media’s Venulite digital signage displays in bars and pubs across Australia.

The Ultimate Venulites will incorporate elements of experiential augmented reality technology to respond to consumers who stand in front of the digital screen holding specially printed coasters with a picture of the Xbox Forza race car.

The screen brings the car to life and can be manoeuvred by the viewer by changing the angle of the coaster.

The augmented reality was produced by digital technology specialists Grain & Pixel and is available on both Ultimate Media Digital Venulites and Activelite channels. Universal McCann Sydney was responsible for the media planning and buying.

“Augmented reality technology takes audience engagement to a whole new level. Out of home media is now moving from being a passive medium to potentially one of the most engaging media options for advertisers. We see very few limitations moving forward,” explained Ryan McCarthy from Ultimate Media.