In brief…
The Kinect for Xbox 360 allows anyone to use their own body to “be the controller”. Our challenge was to showcase the possibilities of Kinect in a fun and attractive way, on a big scale and a high impact European PR launch.
The brand message had to be conveyed easily. People had to “get it”. So we decided to project the Kinect for Xbox 360 experience onto an iconic European structure: the Stachus building in Munich.
It was a success: Not only were people in the street amazed to be in control of the illuminations before them, but the media turned out in droves, as did television personality and model Sylvie van der Vaart. The event was also broadcast via many social media channels (Facebook, YouTube, Daily Motion, to mention a few.)
This is the initial concept idea:
Here are videos and photos from the event:
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Results
During the daytime more than 50 media attended the Kinect Short Leads Event which gave media the last opportunity to test and play our First Party Line Up and selected games from partners from EA, Ubisoft, SEGA and Yoostar.
The first evening event was kicked off by Sylvie van der Vaart who was a “human living controller” interacting with the Kinect Interactive Art Projection at Karlsplatz Stachus, followed by a VIP & Media Launch Party, where we celebrated Kinect coming to Germany and Europe.
In numbers:
Double our target audience estimate (4,000 people) saw the projection over the 2.5 hour live time, of which 150 got a chance to “be the controller” – which is exactly the number we wanted to have a chance to play.
On the PR front, three broadcast reports dedicated to the installation were achieved as per the plan, however print and online reports overachieved by 33% (20 actual against a target of 15) with a reach of 40.5million – well above the target of 5million.
