Dog food brand and pet health advocate Beneful is unveiling a state-of-the-art advertising campaign in five cities. The interactive billboards feature a virtual world inhabited by fun-loving dogs who want nothing more than to play fetch with passers-by. In addition to the interactive billboards there are striking wallscapes that call out to commuters, getting them to take a few minutes out of their day to come and play.

The campaign kicked off in New York City'sColumbus Circlesubway station, where unsuspecting commuters were encouraged to take a break from the daily grind to play with dogs of all shapes and sizes on a 64-foot-long interactive billboard.

As people walk by the display the dogs follow them, pawing the screen and letting out happy yips in hopes of starting a game of fetch.

Innovative motion-tracking technology allows commuters to engage with the dogs in a variety of activities. When standing in a marked spot on the subway floor, they can reach out and pick up one of the virtual tennis balls and toss it in the air for the dog to catch.

Commuters can also customize their new best friend's tail, body size and coat color, and upload a photo using a mobile device to share on their social networks, and on Beneful's Facebook page.

On the first day of the campaign commuters of all ages stopped by to watch and took turns to play. Beneful® is hoping that the interactive billboards will encourage people to unleash their inner child and have some fun in unexpected places.

In addition to the Columbus Circle subway station, Beneful® interactive billboards will be installed in the following four cities this May: Chicago (155 N. Michigan); Los Angeles (Santa Monica Place); Atlanta (54 Alabama) and St. Louis (Walnut/7th St).