GE Display Helps Passengers Take Flight

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Mine Flight

If you pass through Canada's Toronto airport terminal, you might see passengers flapping their wings like birds.

No, it’s not the frustration of delayed flights…it's part of the entertainment brought about by GE Canada's Mine Flight, an interactive, gesture-controlled display that creates an interactive 3D "flight" experience at Toronto Pearson Airport, Terminal 1.

Yes, we said a “Mine” flight. If an underground location and an aboveground activity confuse you, consider that it’s just a game.

How do a mine and flight go together? Well, GE Canada is in the mining business and they wanted a way to interact with Toronto’s 9.4 million passengers annually. Mine Flight may sound like an illiterate traveler but it was developed by GE's creative and media partners, BBDO and OMD, along with Belgian agency Brandfirst who created the game.

Players fly through a virtual mine, using their bodies and arms (outstretched like wings on a bird) to fly into various parts of the shaft. Players collect points along the way, and their scores are ranked. Presumably you can work your way up from pigeon to eagle with practice.

Clear Channel Outdoor worked with GE Canada to implement the display installation.

Watch GE Canada's Mine Flight