This kinda goes back to my previous post about "incubating a culture of play".
Today in the digital and social media age, many of the best advertising ideas are not ads. Take Apple, Google and even Pepsi. Their breakthrough approach to marketing is not only changing the future of advertising, it’s changing our culture.
On September 10th, Kyocera, via Mother New York, created the Echo Temple, an interactive music experience for the Virgin Mobile Freefest, a one-day music festival in Columbia, Maryland, attended by over 50,000 people and featuring Cee Lo, Patti Smith, TV on the Radio, Deadmau5 and the Black Keys.
The interactive sound installation allowed users to play virtual musical instruments by moving their bodies in front of motion-tracking cameras. The Echo Temple included six monolithic speaker towers with motion tracking cameras encircling a central tower including subwoofers. Participants standing in front of the monoliths were able to manipulate a different melodic instrument’s volume, pitch or unique audio effect by moving their body and waving fans branded with special symbols. The central tower produced the core of the mix: drums, bass, drones and the main harmonic progressions, and had architectural bamboo that could be tapped to trigger percussive sounds within the mix.
As you would expect, this became a social media phenomenon on Twitter, Facebook and YouTube. Talk about engaging consumers.
As I constantly preach to my agency colleagues and clients, we’re in the ideas business, not the advertising business. Well done, Mother.
Reblogged from fueltheculture
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