Beneful dog food and their agency Fallon, have started to install interactive installations that will be rolled across 5 locations. The New York installation uses a 64-foot long digital board at the Columbus Circle subway station. Once a person is detected walking by the screen, a virtual dog runs up to chase and play with him or her. Passers by can then play a game of virtual fetch and even customize their dog, choosing details like colour, size, snout, tail, and fur pattern. Users can also have a photo taken next to their virtual dog and have it delivered via text message to their phone where it can be shared on social platforms.