Hyundai is giving iPhone users a chance to test drive the Veloster hatchback on an interactive billboard in Times Square. Consumers can connect to Hyundai’s Wifi network to register with the “Hyundai Race” and download the app on their iPhone. This game uses the iPhone’s built-in accelerometer to to steer the vehicle so users only need to tilt their phone to the left or right when you hold it like a steering wheel. Contestants are able to compare their final score against other drivers after the race when the results are posted. This is great example of how Digital-Out-Of-Home(DOOH), when executed as Interactive-Out-Of Home(IOOH) can stop people in their tracks and command their attention. The activation clearly demonstrates how to effectively cut through the ad clutter that is Times Square by offering an engaging experience for consumers where they can control the inter-action.