Trivia Moments: How Gamified OOH Engages Audiences on the Go

February 25, 2025

In the fast-paced world of New York City, commuters are always on the move, whether rushing through subway stations or navigating the bustling streets. Last year, in partnership with the NYC Landmarks60 Alliance, OUTFRONT captured their attention and engaged them by celebrating the rich history of the city’s iconic landmarks. The result was Trivia Moments, a citywide digital out of home campaign that invited New Yorkers to test their knowledge of the city’s landmarks during their daily commutes.

“We hoped to bring New Yorkers together to enjoy fresh facts about our city and increase the wider public's awareness of the 60th Anniversary of New York City's Landmarks Law in 2025," explained Barbaralee Diamonstein-Spielvogel, Chair of the Alliance. "The contest displayed questions about the complex and intriguing history of New York City, including sports, arts, business, politics, and of course, architecture.”


OUTFRONT's digital screens across the MTA and large-format screens at 2 Times Square displayed daily trivia questions about the city’s most beloved landmarks. By deploying gamified out of home, the OUTFRONT XLabs team transformed these screens into interactive touchpoints. Players were invited to scan QR codes and participate in the trivia game right then and there via the Trivia Moments website. Thanks to OUTFRONT XLabs’ seamless technology, players could track their scores in real time, creating an engaging experience that combined learning with entertainment.


The gamified OOH experience went even further, as live leaderboards displayed real-time rankings on OUTFRONT screens across the city. Commuters weren’t just answering questions – they were competing for prizes like a free week of subway rides for the weekly leaders and a grand prize of premium tickets to a Knicks game at Madison Square Garden. The competitive element added an extra layer of excitement to an ordinary commute, making each trip through the city feel like a mini adventure.


The results of the campaign were remarkable, with over 111,000 visits to TriviaMoments.com, 42,500 QR code scans, and 5,600 active players across New York City (SOURCE: TriviaMoments.com). With 6 million points scored and a staggering 1.8 billion impressions (SOURCE: Geopath), Trivia Moments demonstrated out of home’s ability to engage a broad audience, all while connecting them with their city’s history. It’s the latest validation of Comscore’s 2022 research demonstrating how much digital activation bang OOH advertisers get for each buck.

In the end, Trivia Moments proved that even in a city that never stops moving, there are always moments to learn, connect, and have fun. With OUTFRONT XLabs’ innovative technology, the campaign turned an ordinary commute into an unforgettable journey through time, sparking curiosity and excitement every day. It wasn’t just a campaign; it was a new way to experience New York.

Gamified OOH can level up your next campaign too. Contact us to learn more!

Author: Michael Radigan, Content Manager @ OUTFRONT

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