Coca-Cola Launches World’s First 3D Robotic Billboard

Last month in Time’s Square, Coca-Cola unveiled the world’s first 3D robotic billboard. Composed of giant digital monitors, the 68 foot by 42 foot sign consists of 1,760 independently moving LED screens which are each synced to match the advertisement on display.

The billboard, which was created by Radius Displays Limited, features programming that displays what passersby see will be based on the time of day and day of the week. Like at lunchtime, the ad will focus on that might pair well with an ice cold coke.


“A full calendar of content includes Coca-Cola advertising from around the world, fully customized for the sign,” the company said.

Since Coca-Cola’s first appearance in Times Square nearly a century ago, the brand has been a leading innovator, from creating one of the famous intersection’s first neon signs to being one of the only installations with a nighttime light display in the early 1990s,” said Coca-Cola Archivist Ted Ryan. “Times Square – like Coca-Cola –  is timeless and connects people from all walks of life.’”

The company did not release specific information regarding the cost, however, they did say it took about four years to create.



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