The Yahoo! Bus Stop Derby invited San Francisco residents to find an official Derby Bus Stop, tap its digital screen to select one of four interactive games, choose their neighborhood team, and play head-to-head with other neighborhoods.

The derby represented the first-ever interactive digital transit shelters in the U.S.

The integrated marketing campaign was comprised of LCD touch-screen games at 20 high-traffic bus shelters around San Francisco. From conception to implementation, Obscura led the design and creation of the system’s specialized content management system and real-time metrics collection system. Remote access control for each screen was also developed to monitor and update content.

Players could also check in at the Derby stops online and tweet about game play using a special hashtag. The winner, team North Beach, accumulated an impressive 363,650 points and over 150,000 game plays to earn first place.