Cloud computing company EMC has launched a motion capture-based advertising campaign at Frankfurt Airport.
The firm claims it is the first campaign using mobile geo-targeting technology to drive consumers to a motion capture and projection installation in an airport.
The Hybrid Cloud Walk has been launched to promote EMC’s Hybrid Cloud solution.When passengers walk through a specific corridor at the airport they are flanked on either side by a projection, which displays an animated cloud.
The cloud mimics the person’s movement by using motion sensors – so can act in the same way as a shadow.
The installation at Frankfurt – Germany’s largest hub – is expected to reach 3.2 million people.
A partnership between agency Posterscope’s international division PSI and global location marketplace xAd means EMC can use mobile geo-targeting to also drive awareness in nearby hotels, via banner adverts on mobile phones.
Todd Forsythe, senior vice president of corporate marketing at EMC, said: “We always aim to engage and showcase customers in our marketing and the Hybrid Cloud Walk is a great example of this engagement.
“We’re thrilled to offer our audience a unique interactive experience while travelling.”
Robin Hall, managing director of PSI, said: “EMC is a company that is committed to breaking new ground in cloud computing industry, so it’s only fitting that the centrepiece of the company’s global out-of-home (OOH) campaign for its new product should do the same.
“This campaign has innovation at its core, demonstrating the flexibility of the OOH medium within the airport environment, but also, through our partnership with xAd, pioneering the use of mobile geo-targeting technology in airports as part of OOH activity.
“Given the scale of this campaign’s innovation we’re sure that other brands will soon follow EMC’s example, and begin to use mobile technology to maximise the impact of OOH activity in airports.”
The campaign was collaboratively activated through Media Frankfurt, xAd, Arcstream, Blackjack and PSI.