Activision Guitar Hero Prototype

Kameraflage is a cutting-edge innovation that hides invisible graphics within traditional out-of-home display posters—the hidden visuals can only be detected by camera phones, and not by the human eye. Such uniqueness makes this technology perfect for promotional tie-ins or advertising campaigns that leverage hidden messages, SMS short codes, secret Web addresses or special coupons that prompt viewers to take action.

As means of dissolving the market's perception that OOH ads are limited to static posters, BLITZ teamed up with the Kameraflage technology group to create a proof of concept for our Guitar Hero clients—one that cleverly communicates the core message "unleash your inner rock star" in a fun and unexpected way, and says more than a thousand words with just one action and one image. At first glance, our concept is somewhat dubious: a poster of an edgy rocker-type holding a large shovel and warning viewers, "do not take a picture of this." Knowing our culture, most people are more apt to do things when told not to, and only after seeing the warning are they intrigued to whip out their camera phone to view the hidden message: the same rocker wielding an electric guitar with Guitar Hero's "Unleash Your Inner Rock Star" anthem splayed out in the special Kameraflage ink.

While the Guitar Hero case is only a prototype, we continue to work on client initiatives that utilize this technology. Because of its ability to provide dual messaging, multiple levels of interaction and drive consumers online for further product engagement, BLITZ can create campaigns that redefine the boundaries between media, innovation and marketing in ways that draws the attention of our audience without them being distracted by the technology behind it.

Category:

Science & Technology

Tags:

• Activision
• Activisions Prototupe
• Prototype
• Interactive OOH Display
• Kamerflage
• Activision Kamerflage
• Gaming
• Campaigns
• Mobile and Devices
• Emerging Platforms
• Guitar Hero Prototype
• Guitar Hero Kamerflage