Gesture Control Media First for Microsoft
UM London client Microsoft has launched a revolutionary out-of-home campaign that uses gender recognition technology to drive people to a new IE Hunger Games companion site.
The innovative digital out-of-home campaign, which will run for the next two weeks across London, is designed to drive people to The Capitol Tour - a truly immersive Internet Explorer companion site to the blockbuster film, the Hunger Games.
Planned in conjunction with outdoor specialists ipm, the campaign utilises revolutionary interactive technology including gender recognition, proximity sensing, facial tracking, augmented reality and for the first time in the UK – the commercial use of gesture control.
The creative execution will showcase the magic of The Capitol Tour, bringing the fictional world of Panem to the streets of London. Upon looking at the screen and stepping into range, the user will receive a full body scan to capture their photograph and determine their gender. This information is used to create an ID card granting them access to exclusive content on the site.
Gabby Hegerty, UK Lead, Internet Explorer says,
“The Capitol Tour brings The Hunger Games story to life within the IE browser in a visually stunning, interactive and technically creative way. So it makes sense for us to support this launch with an equally creative and technically impressive digital out-of-home campaign.”
Niall Murphy, Planning Executive at UM London, said:
"This is ground-breaking technology, and we can’t wait to see the reaction of Londoners, as they interact with the ID6 screens and get taken into the fictional world of the Hunger Games. We’re delighted to be the first UK agency to take advantage of gesture control in this way.”
You can have a look at the technology for yourself in a number of locations around London, including Kingsway, Oxford Street, Notting Hill Gate, Knightsbridge and Farringdon Road.
