I just came across this very cool project by JWT Melbourne.
They've created a mobile app called CityGT that launched yesterday in Federation Square. Basically you download the app then head to Fed Square where you can play it on the 40 foot big screen.
The app has been launched to educated teens about the dangers of using a mobile phone when driving. It is "the only driving game you play on the street! Play CityGT on your iPhone or watch it become a virtual steering wheel as you connect and play on the bigscreen at Melbourne's Federation Square! Generate points with precision driving while taking in the massive 3D architecture of the CityGT metropolis."
I love the simplicity of this project. It is on the mark with this audience and in their engagement with the communication, creates a specatcle for the peripheral audience.
I would have liked to have seen a greater link to mainstream PR though particularly given the timeliness of the launch with the story Driven to Distraction run by 60 Minutes last night.