Promotion Is Not Just Another Brick in the Wall
By MARIA ASPAN
New York Times [registration is free]
Published: July 13, 2007
ADOBE software is a well-established tool for anyone working, or even dabbling, in computer-based design. But in order to market its new Creative Suite 3 software package — which includes well-known design software like Photoshop and Illustrator — Adobe has temporarily abandoned the computer screen in favor of a busy Manhattan street.
Adobe will unveil an interactive wall of projected animation this morning in Union Square, along the 14th Street side of the Virgin Megastore. As pedestrians walk past the wall, infrared sensors will lock on to the person closest to the wall, who will then be able to control a projected slider button at the bottom of the wall.
As the selected pedestrian continues walking and moves the slider along, the wall will start displaying colorful animation and playing music, effects that will grow or recede at the pace that the person advances or retreats. When each selected pedestrian reaches the end of the wall, his or her design will be in full blossom, above the campaign’s message: “Creative license: take as much as you want.”
The wall, which is 7 feet high and 15 feet wide, will be recreated in London in early August, at the Piccadilly Circus Virgin Megastore. Each will be there for a month.
The walls were conceived as part of an online marketing campaign that began last month after six months of development by Adobe and Goodby, Silverstein & Partners. The agency, which is part of the Omnicom Group, has worked with Adobe since 2001.
Want to see it in action?
Tracking and reacting to users as they walk by? Kinda cool.
Letting me paint and create while flailing my arms and legs? Would be much cooler.