Yahoo! Bus Stop Derby
American strategy → Concept built for American Culture
A city-wide, digital-physical game that turned San Francisco bus stops into live social hubs and reasserted Yahoo’s role as the original social network
Problem
Yahoo needed to reclaim cultural relevance as a connector of people, not just a media portal. Online social platforms were booming, but the idea of technology bringing people together in the real world had been lost.
Solution
We transformed ordinary bus stops into real-time, touch-screen gaming arenas where neighborhoods competed against each other. Commuters played live matches with other bus stops across the city, building rivalry and community momentum that led to a city-wide payoff: a neighborhood block party headlined by OK Go. The experience fused digital OOH, live interaction, and civic pride into one shared system.
Results
Bus Stop Derby redefined what digital out-of-home could be, driving mass participation and real-world social interaction. The work earned top global recognition, including a Cannes Cyber Lion Gold, Andy Award, Webby, Clio, and Digital OOH Best in Show and Gold, cementing it as a landmark example of digital experiences bringing communities together offline.
Case Study Video
Game Demo
