Just saw this great case on the Guardian, where the british company Captive Media has developed a technology to transform the urinal to a true gaming zone. You can actually afterwards post your results to twitter or Facebook.
Captive Media has based this on an insight into how difficult is is for brands to gain the young males attention while out socializing. Now they can use their average of 55 seconds of waste time at the urinal to actually engage in branded entertainment.
Will be fun to see if this is a quirky one-hit-wonder or will be a new way of engagement.