Inition launch motion control experiential marketing tool
Jan 24, 2013 No Comments
3D NEWS> 3D TECHNOLOGY
Creative technology agency Inition has announced the launch of CrowdSense, a mass gaming marketing tool.
CrowdSense allows audience members attending an event to interact with on-screen action using motion control, allowing them to play games or control characters in a mass-gaming experience.
The technology has already been piloted, on a trial basis, by several brands promoting products and engaging with large audiences at events and exhibitions. Samsung recently used CrowdSense at a Christmas event, allowing an audience of several 100 competition winners to play Angry Birds on a large Samsung Smart TV.
The CrowdSense technology can monitor and detect the movements, music, sound, colours and, light and sounds coming from a large audience, and translates them into commands for an on-screen game displayed in front of the audience. For Samsung’s Angry Birds, the audience moved their raised arms from side to side to aim a catapult, and clapped in harmony to fire each bird.
The system can interact in a variety of ways with an audience. For example, audience members could display a red or green panel to participate in a live vote, with CrowdSense detecting which colour is more prominent.
Inition has developed CrowdSense for both brands and marketing agencies seeking more effective ways to engage with customers and potential customers in a mass-audience setting. The technology can be tailored for any existing game to promote a related product or service, or an entirely new game can be developed by Inition for a brand looking to create a unique experiential event.
“Live events and exhibitions are all about getting the attention of consumers and potential customers, so engagement is really crucial” comments Stuart Cupit, creative technologist at Inition. “For brands, mass-audience engagement is a powerful way of increasing brand recognition with customers. The experience is even greater if it links overtly to a product or serviceyou have fun with a large number of other people at the same time – in this case the experience of playing Angry Birds on a Samsung Smart TV. CrowdSense will really be of interest to those brands and agencies looking to do something different to the usual events and exhibitions.”
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