In one of the first examples of integrated Print-to-Mobile advertising made popular by Google Goggles, this print ad invited viewers to take a photo of the ad with their phones, send it to Adobe, and then watch the print image burst into life right on their phone screen.
As part of this highly effective, multi-award winning campaign, a 95-foot interactive wall was built in Union Square, NY and Piccadilly Circus, UK. The wall used infrared sensors to lock onto the nearest passersby and the slider followed. Animation and music built or receded as people walked forward, backward, hopped, skipped, danced or practiced karate in front of it (which they did), while late night partyers used it for gatherings and dancers from a local school used it as a backdrop for performance pieces.
As the campaign broke,
The New York Times moved coverage of the wall up to page one of its Business section. That article was the #4 most e-mailed business piece. Coverage in Adweek, Shoot and the SF Examiner followed. Creativity Online’s TV/video newsletter (7/13) said: “…from online to the interactive wall…(the campaign) evokes an evolution from simplicity to complexity…it’s eye candy that’ll kill.”
Sales results proved eye candy could justify a premium. See
The New York Times article covering the CS3 launch and highlighting this billboard
here.
