As part of the promotions for Oliver Stone's Snowden movie, a unique billboard advertisement was set up in a busy area of downtown Toronto, Canada.
Snowden is a movie that focuses on whistleblower Edward Snowden, who leaked the NSA's illegal surveillance techniques to the public, spurring widespread discussion about everything from privacy and security to personal data protection. In this theme, DentsuBos and Elevation Pictures set up a billboard at Dundas Square during the Toronto International Film Festival that tracked the movements of pedestrians in the immediate area. The movements of people were livestreamed to the motion-tracking billboard, leaving people feeling slightly uncomfortable, violated or even afraid of being watched by others—which was precisely the intent of this movie marketing stunt.
Motion-Tracking Billboards
This Ad for the Snowden Movie Puts the Public Under Surveillance
Trend Themes
1. Surveillance Marketing - Brands can leverage people's concerns about privacy and security to create edgy marketing stunts that drive attention and conversation.
2. Interactive Advertising - Incorporating motion tracking and live feedback into traditional advertising mediums can create a more immersive and engaging audience experience.
3. Privacy-conscious Design - Designing products and experiences that prioritize user privacy and consent can serve as a competitive differentiator in markets where privacy concerns are high.
Industry Implications
1. Advertising - Advertising firms can experiment with motion-tracking technology to create new and novel audience experiences that stand out in crowded markets.
2. Film and Entertainment - Filmmakers and studios can incorporate interactive advertising stunts into promotional campaigns to generate buzz and excitement for upcoming releases.
3. Technology - Technology companies can explore privacy-conscious design principles and innovate new methods for protecting user data and information.