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Billboard hacking or billboard hijacking is the practice of altering a billboard without the consent of the owner. It may involve physically pasting new media over the existing image, or hacking into the system used to control electronic billboard displays. The aim is to replace the programmed video with a different video or image. The replaced media may be displayed for various reasons, including culture jamming, shock value, promotion, activism, political propaganda, or simply to amuse viewers.
A Russian daredevil group called Ontheroofs hacked into a billboard atop a skyscraper in Hong Kong, causing it to display the name of their organization, a video of a previous climb up the then unfinished Shanghai Tower, and the words "What's Up Hong Kong".
Two college students in Belgrade, Serbia hacked into a billboard and then contacted the owner describing the vulnerability. The hack allowed them to play Space Invaders and then display "Hacked4Fun". The students were thanked by the owner for pointing out the vulnerability and each given an iPad Mini.
In Republic Square, Belgrade, Serbia, hackers caused a billboard to display an advertisement for The Pirate Bay which read "First they ignore you, then they laugh at you, then they fight you, then you win."
A group named "Brandalism" has been hacking European billboards since 2012. Around November 2015, just prior to the Paris climate talks (COP21), street artists joined with this group and gained control of around 600 billboards around Paris making display the message "We'll keep on bribing politicians and emitting greenhouse gases" and a Volkswagen promotion reading "We're sorry that we got caught."
Depending on the circumstances, billboard hacking may be illegal. The FBI opened an investigation following the display of the obscene Goatse image on a billboard in Buckhead, Atlanta. In another instance, one man was sentenced to 18 months in prison for displaying pornography on a Moscow billboard.
Control over the display of electronic billboards may be achieved by hacking. One possible way of doing this is by knowing the default password provided by the manufacturer as the customer may neglect to choose a new one.
With non-electronic billboards, the image may simply be pasted over with a new image, or, the original image modified using the technique of détournement.
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