S-MAX Gets Launched with Live Actors and Laser Cannons
rubberrepublic — October 2, 2010 — Marketing
References: youtube
Ford froze London's Senate House and The Ventilation Building in Liverpool with a multi-sensory interactive experience launching the new S-MAX. Interestingly, these particular building projections included the use of live actors and interactive laser cannons.
Ford projected an ice-climbing scene on these two iconic buildings and invited members of the public to participate in the experience – interactive technology allows the audience to have a real-time effect on what is being seen on the building.
The projections themselves are made up of two integrated sequences -- the first two minutes a theatrical film involving an ice-climber climbing up the building, which is frozen over with ice, to reach the summit and unfurl a banner with the campaign message. When the climber disappears, the audience is invited to “cut the ice” by using one of the five laser stations positioned in front of the building. Using these lasers, the audience can “cut out” pieces of the ice to reveal a virtual world which lives “behind the ice.” This interactive sequence lasts six minutes and then the building becomes cloaked in darkness and the Ford logo appears.
Extensive use of sound, lighting and ice-blowers immersed the audience into the experience. Theatrical performers dressed as Sherpas and Arctic explorers, wandered through the crowds, adding excitement and intrigue, stewarding the crowd and giving a real sense of event
Ford projected an ice-climbing scene on these two iconic buildings and invited members of the public to participate in the experience – interactive technology allows the audience to have a real-time effect on what is being seen on the building.
The projections themselves are made up of two integrated sequences -- the first two minutes a theatrical film involving an ice-climber climbing up the building, which is frozen over with ice, to reach the summit and unfurl a banner with the campaign message. When the climber disappears, the audience is invited to “cut the ice” by using one of the five laser stations positioned in front of the building. Using these lasers, the audience can “cut out” pieces of the ice to reveal a virtual world which lives “behind the ice.” This interactive sequence lasts six minutes and then the building becomes cloaked in darkness and the Ford logo appears.
Extensive use of sound, lighting and ice-blowers immersed the audience into the experience. Theatrical performers dressed as Sherpas and Arctic explorers, wandered through the crowds, adding excitement and intrigue, stewarding the crowd and giving a real sense of event
Trend Themes
1. Interactive Building Projections - The use of interactive building projections with live actors and laser cannons creates immersive experiences for the audience.
2. Multi-sensory Brand Launches - Brands can launch products with immersive experiences involving visuals, sound, and live performers to create a real sense of event and excitement.
3. Interactive Advertising Campaigns - Interactive advertising campaigns that involve the audience in real time can create engagement and leave a lasting impact on consumers.
Industry Implications
1. Automotive - Automotive companies can use interactive building projections and multi-sensory experiences to launch new products and create excitement around their brand.
2. Entertainment - Entertainment companies can make use of interactive building projections to create immersive experiences for their audiences and bring their events to life.
3. Advertising - Advertising agencies can create interactive campaigns that use the latest technology to engage with consumers in real time and leave a memorable impact.
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