All posts in Events

Lexus Takes Over Hollywood with Pearl Media

by Faraz Khan on June 1, 2011 in DOOH, Events, Out-of-home advertising with No comments

3D Projection Mapping – Lexus CT200h – Hollywood CA from Pearl Media

If you were on Hollywood Boulevard on the night of Earth Day, you may have noticed the Roosevelt Hotel coming to life to celebrate the launch of the Lexus CT200h. Pearl Media, the out-of-home media company specializing in converting real estate assets into unique, interactive experiences, developed the state of the art 3D projection that transformed the building into part race track, part stage for the highly anticipated hybrid luxury vehicle. The event caught major media attention and created a larger than life experience for viewers of the launch.

The 8,000 sq ft projection towered over Hollywood Blvd using more than 15 projectors complete with advanced 3D technology, lighting, sound, shadows and animation mapped to the contours of the building that worked together to make images pop out from the walls and windows of the hotel. Pearl Media’s proprietary HD-3D technology displayed a breathtaking display of entertainment in HD theater quality. The show was approximately 4.5 minutes in length – far longer than a traditional broadcast advertising spot. The length and dynamic content presented a challenge for the worthy creative departments. They were charged with producing content that maintained a focus on brand messaging while avoiding the pitfall of becoming a novelty due to format.

The event generated a significant amount of buzz and was featured both on Extra TV and Jimmy Kimmel Live.

According to Paul Whitney, Chief Operating Officer of Pearl Media, the creative process typically takes approximately 2.5 months for a campaign of this magnitude. The Roosevelt Hotel was first put through a sophisticated measurement process which gathered geometrical specifications about the building’s dimensions, down to each brick and window, used to render CAT drawings to create a template for the show. Each animated asset is then created by Pearl Media’s in house animators. The company also has expertise with attaining special permits and setup for events. The creative agencies for this event were Zenith Optimedia and Team 1.

Josh Cohen, President of Pearl Media, has hinted at similar campaigns to be launched this year in the US. For clips of the Lexus Earth Night show and other industry leading projection technology campaigns see Pearl Media’s company profile in the DOmedia Marketplace.

For more information about Pearl Media, please contact:
Paul Whitney | Chief Operating Officer | 973.492.2300 ext 13 | pwhitney@pearlmediaus.com | www.pearlmediaus.com

Big Brands Bring Campaigns Out-of-Home this Fall

by admin on September 29, 2010 in Advertising, Alternative advertising, Branding campaigns, Digital signage, Events, Guerrilla Marketing, Out-of-home advertising, Street furniture, Trends with No comments

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This season, the leaves are changing, the air is getting crisper, and the big brands are taking it outside… Outside of the home, that is.

When deciding how to build excitement and promote tune-in for the new fall schedule, Fox chose to move away from the TV commercials to focus on OOH, taking advantage of traditional formats along with digital billboards and networks. The driving factor behind the new move to digital? — the ability to show full-length pilots for some of this season’s lineup, such as “Raising Hope” and “Lone Star”. Full pilots ran on three major airlines, the Hotel Networks and Princess Cruises, and street-level video networks at subway stations.

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Next up: Budweiser. The king of beers (whose recent sales would suggest he’s been overthrown) needed to find a way to cozy up to young under-30 beer drinkers. The solution? In-bar promotions. The bait? Free beer! The campaign started earlier this week, encouraging under-30′s to “Grab some Buds,” and reaches it’s high point tonight as the brand hosts the “Budweiser National Happy Hour.”

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So what does a company do when they want to reach active 20 and 30-something’s who don’t spend their time watching TV and surfing the net? They go to them! Just ask Mitsubishi, who recently found a new way to reach the M-Generation, their target demographic whose lifestyles closely tie in with some of the vehicles’ “personalities”. The brand decided to take it on the road, showing up at races, trail heads for mountain biking, dog parks and more, asking people along the way–”What Are You Into?”

Gulf Coast Turns to OOH to Raise Awareness, Lure Tourists

by admin on July 28, 2010 in Billboards, Digital signage, Events, News, Out-of-home advertising with No comments

From sad shrimp to tequila trains, people and companies all around the Gulf Coast seem to have jumped on the OOH media train to improve the situation left in the wake of the BP oil spill.

Adams Outdoor

From the beginning, the issue has been one of raising awareness, change, and funds to help local residents. To do this, Adams Outdoor Advertising used the power of OOH media to bring the situation into daily conversations. Using their own billboards, they posted creative showing a sad face with eyes made of shrimp and a mouth made of an oily brushstroke. Not only is the ad effective in getting your attention, it also brings the realization that the spill touched everyone in the area… especially those fishermen whose livelihoods depend on ocean life.

Patron

On the other side of the spectrum, Patron Tequila took a fun approach to raising money for Gulf residents. The St. Bernard Project partnered with The Patron Spirits Company to create the “Patrón Tequila Epicurean Express,” a restored 1927 train car that toured the country, stopping for two nights in select cities. In exchange for donations, people could board the train for a cocktail party the first night, while big spenders were also invited to a gourmet dinner the second night.

Other areas of the Coast, such as the Florida Panhandle, are finding creative ways to lure tourists back to the area they claim is unaffected by the spill. And what better way to inform people that your vacation destination is as oil-free as ever than to show them? VP of marketing for the Panama City Beach Convention and Visitors Bureau, for example, is using digital billboards to post images of the pristine beaches she snapped using her iPhone. The images are then displayed alongside messages like “Our Coast is Clear” and “Wish you were here.”

Summer Creativity Provided by VW and Volvo

by Kaitlin Heimbuch on July 21, 2010 in Advertising, Alternative advertising, Branding campaigns, Events, Out-of-home advertising, Sponsorships with No comments

Who says the mundane tasks of our lives can’t be spiced up a little bit? The people at Volkswagen clearly have the creativity to do just that. After the wildly popular Fun Theory experiment, Volkswagen has now rolled out its sister campaign, the Fast Lane Theory. Life is always a little more fun in the fast lane, doesn’t it seem? Even better when you’re cruising in a Volkswagen on the Autobahn in Germany.

In the Alexanderplatz subway station in Berlin, Volkswagen constructed a slide to run the length of the stairway so that when walkers approached at the top of the stairs they had 2 options: a) take the stairs allll the way down or b) zip down the slide in 2 seconds. What would you pick? Check out the excitement that ensues.

In another unexpected place, the grocery store, the genius VW people assembled a grocery cart with a skateboard attached to the bottom, just under the handlebar. Think back to what you did as a kid (which most likely drove your mom crazy): run with the cart, jump on the bottom shelf and coast down the aisles, narrowly missing the four foot high display of paper towels at the end or the elderly lady reaching for the sugar on the top shelf. The reactions are the greatest part of the experiment, in my opinion. There were some people who were a tad confused by all the fun during such a boring chore as grocery shopping and others totally embraced the fast lane. Either way, we applaud Volkswagen for bringing out the kid in everyone again.

Across the pond, a VW competitor has also created a promotion gimmick this summer. Volvo is working to bring back the essence of movie drive-ins, only this time with all Volvo cars provided. You don’t even need a driver’s license! Dubbed the “Volvo Starlite Urban Drive-In”, Volvo has picked the cultural Truman Brewery in London to host the event. Once you’ve booked your tickets, pick out one of the 25 Volvos on location to pack in with a friend – 2 per car – and enjoy the movie on screen, whether it is Dirty Dancing or Grease. You can’t go wrong with Johnny Castle’s twisting hips or Danny Zuko’s retro leather jacket. Feeling hungry? Order some popcorn from one of the waitresses zipping through the lot on her roller skates. The Starlite’s success was so overwhelming (tickets sold out in less than a minute!) the creators are considering packing up and taking the event nationwide.

World Cup and Worldly Outdoor Campaigns

by Kaitlin Heimbuch on July 2, 2010 in Advertising, Alternative advertising, Digital signage, Events, Guerrilla Marketing, Out-of-home advertising with No comments

Of course something as important as the World Cup attracts only the coolest marketing campaigns of the year. All over the world, companies and sponsors have put together so many interactive gimmicks that we couldn’t decide which one to write about. So we’re gonna tell you about all of them!

Let’s start in Melbourne, Australia, where Adidas has placed a huge (19 feet high and 2 tons!) Jubalani soccer ball outside a crowded tourist-y area and has a young whippersnapper who plans to live in the ball for the entire length of the World Cup. By entire, we mean 22 to 24 hours a day! The lucky guy, Adam Santarossa, is set up with a flat screen TV, computer, Playstation, couch, bed, free food and drink, and all he has to do is use social media to keep the world updated on his new lifestyle and, of course, offer his commentary on the soccer games.

A hop, skip away in London, the famous Piccadilly Circus square features a digital screen sponsored by Coca-Cola that runs live video of fans’ celebratory dances. The stunt, aptly named “What’s Your Celebration”, engages passersby by first calling them out. The people manning the board use a laptop to type messages to the people looking at the screen and then call them to the piece of Astroturf grass and corner flag to perform their best victory dance. Their video is then posted on the screen for the entire square to see.

Heading south to Johannesburg, Nike is promoting its “Write the Future” campaign where fans can type a message up to 57 characters via the promotion’s Facebook page, Twitter (#NikeFuture), QQ (in China) and Mxit (in South Africa) to any of 50 Nike-endorsed soccer pros. Select messages are then displayed on the fourth largest building in the city along with awesome graphic images of players like Cristiano Ronaldo.

Much like the Olympics or the Super Bowl, the World Cup offers companies the chance to market to mass consumers in innovative and new ways. This year is no different –the creativity continues to flow and we are all very impressed with what we’ve seen. Now if only the U.S. had beaten Ghana…