image credit: afagen

Introducing an interesting out-of-home timewaster from Carnival Cruises (and Arnold Worldwide through Monster Media), popping up in various major cities around the country. Passers-by are first engaged by the motion responsive virtual marine life. Once hooked (sorry, couldn’t resist) they learn that they can create a fish of their own by dialing a toll-free number on their phone and following a few steps. For more, watch AdAge’s three-minute overview.

My favorite part: you create a fish by making weird noises into your phone. What a simple way to a) avoid klunky menu trees, and b) get people living your brand values right there in the street.

My other favorite part: they used vacant storefronts for their installations. Advertising as entertainment is nothing new, but advertising as beautification? That’s a nice thing to see in these times.