The Creative Shop launches interactive digital image wall for V-Energy as a prominent brand activation across Summer Music festival tour
In conjunction with V Energy and The Sound Campaign, The Creative Shop has launched an interactive digital image wall in Australia, as a prominent brand activation across the 2012 Summer Music festival tour.
Festivals include; Summadayze, Future Music Festival and Big Day Out nationally.
Utilising a rear-projection solution, the V Energy Power Wall offers festival goers an experience beyond the music and captures their favourite moments through digital postcards.
On exiting the V Energy Green Room, festival goers are invited to take a picture of themselves or with friends, via an in-built HD camera and touch screen unit, with this image then being displayed on the greater wall space for all to view, whilst also being posted on V Energy Australia’s facebook page. To ensure all images are viewed and the moments in time re-lived, V Energy has also sent an SMS to each person who interacted with the wall, containing a direct link to their image located on V’s facebook page.
Says David Wommelsdorff, new business director of The Creative Shop: “The combination of the digital world with the tangible world really provides people with a deeper and richer brand experience. That coupled with peronalised interactions also enables festival goers to feel as though they are creating their very own, unique brand experience with V, something which I’m sure will have a longer lasting effect than more traditional activations”
Sasha Morello, director of The Sound Campaign commented: “Introducing technology into festival activations not only further differentiates the brand’s activation from those of its peers, but drives extensive touch-points for the brand in its earned and owned media space, increasing the brands return on investment from the activation. Importantly the interactive digital wall also enhances attendee’s festival experience and creating memorability for the brand.”
Standing at a massive 3metres in height and 5metres in length, the V Energy Power Wall is setting the tone for innovation at Music Festivals. The prominence of a more digital focused activation has created a unique differential for V Energy over other event sponsors, in which it is communicating via a touch point that resonates with its target audience.
Chris Donald, brand manager Frucor Beverages (Australia) said: “The addition of the V Energy Power Wall has enhanced the overall experience of the V Energy Green Room within the music festival environment, providing a unique and interactive alternative to the tried and true photographer and media wall backdrop which we have previously employed. By including the SMS call-to-action, we’re able to extend the conversation with festival attendees and bring them into the broader brand experience and communications as they join our Facebook community to browse and share their photographs from the event.”
Keep an eye out for the V Energy Power Wall as it continues to attract attention as a major draw card across the 2012 Summer Music festival tour.
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TL;DR
It takes a photo.