The Event
Samsung gives famous historic Dutch building a new dimension with 3D Projection & converts it into the first YouTube game-take-over. In late May, Samsung was the first to introduce a commercial 3D projection in the Netherlands, adding a whole new dimension to the historic Beurs van Berlage building in Amsterdam. June 7th, this projection was integrated into the first game-take-over on YouTube. At first, it appears as if a normal video of the projection is being shown. That is until the YouTube page cracks, butterflies start flying out of the projection, and the new dimension of Samsung 3D takes over the page.
http://www.socialtimes.com/2010/06/samsung-releases-first-ever-youtube-takeover-game/
Now’s that not called outdoor advertising at its Brobdingnagian best. Innovation like this always attracts adjectives like Jaw-dropping /flummoxing /baffling /stupefying and list would go on and on and on…
BTL Tweak
And I really, dont know why have they not yet installed a single 3d screens across prominent malls? A perfect place to market such a product and create the necessary walk-ins, but NO I cant see a trace of on-ground support for such a great idea anywhere, forget India, even in Amsterdam – No ground events have backed up this truly Monstrous act. But Brands like Sony are thinking on their feet, I did see an event in one of the elite malls in Mumbai – Oberoi Mall. So While Samsung is talking big, Sony is actually talking to the consumers – You decide who Wins. Off-course, you could argue that the objective of the activity was not sales, but my question is, could it not have been one of the objectives?? And Ya they, say a viral was created, but really think Sony is talking to consumers and giving them a 3d experience right now, and Samsung is waiting for things to happen on its own??
Outdoor as I medium, can act as a support system to majority of the campaigns which are planned for the patriarch verticals. So if you wish to reinvent the wheel, there has to be a support system, as for the industry & the Consumer it is very difficult to comprehend the simple concept of CHANGE.
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