Dive Brief: 

• Microsoft is using augmented reality to help spread the word about its new game, Sunset Overdrive.
• Bus depots in London, San Francisco, and Melbourne have been outfitted with digital ads that make commuters feel like they are in the game. 
• The ads, which are supported by Clear Channel Outdoor, will run for a month, but that isn't all Microsoft plans to do to promote the new game franchise. 

Dive Insight: 

When a new game franchise, or any product for that matter, comes on the market, it can be hard to grab consumers' attention because the market is so saturated. Not to mention, outdoor ads have to compete with a lot of noise — plus the smartphones that everyone is carrying. Augmented reality ads will not only get attention, but is likely to be a new frontier for outdoor ads.