Cloud computing specialist EMC Corporation has launched an industry-first integrated mobile and out-of-home (OOH) campaign, exclusively in Frankfurt airport.
For the first time, mobile geo-targeting technologies are being used to drive consumers to a state-of-the-art motion capture and projection installation in the airport.
Named the Hybrid Cloud Walk, the installation forms the centrepiece of a multi-million dollar global campaign to promote EMC’s Hybrid Cloud solution.
Using multiple motion sensors along the airport corridor, bespoke-built equipment picks up the location of multiple passengers, creating animated clouds that follow their movement via a projection on the surrounding environment.
The installation at Frankfurt – Germany’s largest hub and Europe’s third busiest airport – will enable EMC to reach its key target audience of data scientists, IT professionals and C-Suite IT decision makers, and is expected to reach 3.2 million people.
In addition to the installation, the activity also marks a first-of-its-kind OOH and mobile integration for an airport campaign. A partnership between OOH agency Posterscope’s international division PSI and mobile advertising company xAd enables EMC to use mobile geo-targeting to drive awareness both within the airport and in hotels located in close proximity via banner adverts on their mobiles – a first for the airport environment.
The campaign was collaboratively activated through Frankfurt Media, xAd, Arcstream, specialist experiential agency Blackjack and Posterscope’s international division PSI.
Todd Forsythe, Senior Vice President of Corporate Marketing at EMC, said: “We always aim to engage and showcase customers in our marketing. The Hybrid Cloud Walk is a great example of this engagement. We’re thrilled to offer our audience a unique interactive experience while traveling.”
Ian Priestman – head of experiential at Blackjack Promotions: “This project showed how a brand can create a memorable interaction by adding the latest technology to an OOH format. We produced a bespoke software package and installation mechanic to recreate EMC’s hybrid cloud assets, tracking each passenger as they passed through the media site.”
EMC Corporation uses cloud computing to help businesses and service providers transform their operations and deliver IT as a service. EMC’s innovative products and services help IT departments to store, manage, protect and analyze their information assets.
Originally posted Promotional Marketing 12 June 2015