New York has often been called an urban jungle, but the History Channel and out-of-home media company Pearl Media have given that phrase a whole new meaning. In an effort to promote the May 31 debut of EXPEDITION: AFRICA, Pearl Media worked with the A&E owned network to bring the show to life for New Yorkers using selected storefronts they converted into little slices of the dark continent. In addition to 8 foot tall high-definition, large-format lenticular prints, the campaign also features four of the world’s largest 3D video screens (57″)! These drool-worthy technological wonders allow for 3D content to be shown in full HD without having to wear those ridiculous glasses the movies hand out (I guess that makes these screens jumbo-sized 3D HD LCDs…). But wait, there’s more! External speakers also draw pedestrians, playing audio from the 3D video as well as indigenous, ambient African sounds.
According to Pearl Media President, Joshua Cohen,
PEARL MEDIA prides itself on creating unique, jaw-dropping experiences for its clients and their consumers. The use of 3D technology provides the History Channel with a one-of-a-kind opportunity to have their brand leap out into the face of pedestrians in a way that has never before been seen on the street.
Horizon Media teamed up with History and Pearl Media to bring this 3D vision to 3D reality. Jason Smith, Horizon Group Out-of-Home Media Director, had this to say,
History’s exciting programming lineup, creative thinking, and visionary commitment to innovative marketing allows our agency, and in this case, our OOH group to collaborate with Pearl Media to bring to market a very synergistic, street level marketing element that not only tells people where and when to experience History’s programming, but also provides the consumer with a one of a kind encounter that is rewarding and memorable.
If you’re in NYC anytime through the end of June, check it out for yourself. Storefronts are located at 521 5th Avenue and in SOHO at 382 West Broadway.
