Imagine walking past a billboard in December that challenges you to engage in a snowball fight ? And that the billboard turns into a Kinect-based gamescreen, allowing you to show off your snowball-throwing skills. Not only will you enjoy the wait for your train more, you might actually appreciate the discount coupon for a skiing holiday that pops up on your smartphone after playing the game. ‘nough said. I met the founders of Dilly’s during the PHIA and was enthusiastic about their concept.

In the BuzzBoost that followed, I helped them with the following opportunities

• A buzzable business model – The initial setup required Dilly’s to be four companies at once: real state, hardware, software and creative agency. How do you choose the right one while making sure everything is in place to show off the benefits of your product ?
• Time to market – Among other ideas, we came up with an alternative approach that would speed up bringing this buzzable billboard to market: a ‘plugin kit’ that converts existing billboards into a Dilly…

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