Young and Rubicam

Tronic’s Interactive Walls for Target and Marriot.

One of the things that sucks about traveling, id being stuck in an airport that offers nothing to do except wait for a charging station to open up, or a way to clog your veins with fat filled goodness from Sbarro or some other god awful fast food joint. One thing that is true, airports are an environment that is ripe with opportunity for advertisers to take advantage of, if they choose a compelling and unique way to deliver their advertising content.

I have been interested in interactive walls, and projected interactive media for some time now, and I think this execution from Tronic for Xerox and Target are spot on examples of how great this medium could be.

Working in partnership with Young and Rubicam New York, Tronic designed and produced two interactive, live action productions for Target and Marriot Hotels. Both segments were created to promote the Xerox business-to-business campaign that launched in September of this year. The two productions run in rotation on life-sized, nine-screen interactive video walls at Atlanta, Denver, Los Angeles and nine other airports in the United States.

Tronic is known for its ability to blend digital and physical media in unique ways, and this campaign showcases the way Tronic was able to create a new form of advertising that mixes gesture based interactivity with live action commercials. What works really well here is how the advertising is no longer a passive experience, but instead how it is now disrupt and interactive. How a standard commercial has transformed itself into something that is actually fun and offers an almost game like experience.