RoadNinja by LAMAR
Expanding Beyond Billboards and into Drivers’ Vehicles
Lamar Advertising is one of the largest outdoor advertising companies in the United States. They came to us to help rethink their business for mobile devices. We partnered with Lamar to create RoadNinja, an app that reinvented how travelers get information about exits on the road ahead. Drivers responded by making RoadNinja one of the top 10 travel apps in iTunes.
CONNECTED CAR - DASHBOARD APP
Our focus was on designing a product that drew on brand recognition of retailers on highway exits. We developed RoadNinja to use the phone's GPS to help users determine what they could find at the exits ahead.
We aggregated and curated point of interest (POI) data from Google Places, Foursquare, Twitter, OPIS (Gas Prices), Hotels.com and Instagram to develop the directory for RoadNinja. We also built the interstate highway and exit data. Another component of RoadNinja was an ad platform that supported day parting for the delivery of offers and promotions.
We developed a mobile web and desktop html version of RoadNinja to extend distribution. Lamar requested an upgraded admin to improve management of ad inventory and to simplify updates to the highway and exit data. The admin system was built in Rails Admin.
In partnership with AT&T Drive Studio, we also designed and prototyped a Connected Car version of RoadNinja. This version was to be voice-driven and updated to align to requirements from the automotive infotainment platform.
Native App for Apple, Android Devices
Google Maps API
Fast, Secure and Scalable Search
Ruby on Rails
The Next Web
RoadNinja was first launched on iOS in October 2011. The Android version followed soon thereafter. The app featured promotions from major brands like McDonald’s, Wendy’s, Subway, Domino’s Pizza, Community Coffee, Holiday Inn Express, Hampton Inn, etc. RoadNinja made it possible to deliver targeted promotions and engage customers on the interstate. The app garned press acclaim and had more than 1+ million downloads across the app stores.
BY THE NUMBERS
Over 1 million downloads in the Apple and Google marketplace.
App promoted by over 84M digital display placements, across 1K locations and 143 US markets.