Inwindow Outdoor, a provider of interactive storefront and mall advertising, recently debuted a new interactive campaign for Disney’s “Sorcerer’s Apprentice” that marks the first major use of 3D gesture technology in an outdoor advertising display.
Inwindow’s latest creation uses this new technology to elevate and enhance the level of interactivity above and beyond what gesture was previously capable of doing, giving people on the street the opportunity to actually play a game with their body movements controlling the action on the storefront screen, said the company. The displays were unveiled at three iconic locations – in Los Angeles on Hollywood Boulevard at the H&H Mall, and in New York at the Trump Building at 40 Wall Street next to the Stock Exchange and also at the world famous Macy’s Windows, said the company. A short video featuring the campaign, the technology in action and people playing the game is accessible here.
“This is probably the most amazing display we have ever created as we continue to push the boundaries of technological innovation to engage the pedestrian on the street in a highly memorable and meaningful way,” said Jeff Cohen, managing partner of Inwindow Outdoor, New York City. “Our campaigns have produced tremendous results for advertisers across a range of industries, but we’ve had so much success creating campaigns for the entertainment industry that we are quickly becoming the go-to source for Hollywood Studios looking to promote new features or DVD releases in a unique way. And we can now count ‘Sorcerer’s Apprentice’ among some of the best campaigns we’ve created, along with ‘Avatar’ and ‘Coraline.’”
This is the latest interactive campaign Inwindow has created for the movie industry and comes on the heels of the successful Avatar exhibit which featured face morphing technology that transformed shoppers into Na’vis at The Grove in Los Angeles, said the company.
“For the first time, a pedestrian truly has the same powers as the lead character from the film, which is why we needed technology like 3D gesture to bring that to life,” Cohen said.
“The Sorcerer’s Apprentice” game allows people on the street to complete a series of challenges on the storefront screen itself. Users can cast spells and control the action using their arms and legs, said the company. The technology uses 3D cameras that incorporate infrared sensors to detect depth perception and movement of the user, said the company. The campaign also features a social networking element as well as users are prompted to upload photos and their game statistics to their Facebook pages, thereby bringing the experience into an online environment, according to the company.
“The Sorcerer’s Apprentice” campaign will run for four weeks at all three locations, said the company. Inwindow Outdoor created the campaign in conjunction with technology partner SoftKinetic.