Outdoor Campaign Creates The Next Spiderman Villain

Outdoor Campaign Creates The Next Spiderman Villain
SHARE
THIS



To bring to life the 3D, Blu-ray and DVD release of The Amazing Spiderman 2: Rise of Electro, Universal Sony Pictures, Slingshot and Adshel have developed a unique ‘Electro-fy digital experience’.

As the first digital takeover of its kind, the ‘Electro-fy experience’ invites consumers to become the face of the Spiderman 2 villain.

Adshel’s ‘Electro-fy interface’ gives members of the public visiting Town Hall Station the opportunity to immerse themselves into the fabric of The Amazing Spiderman 2: Rise of Electro, by morphing their image into Jamie Fox’s villainous character from the film.

This innovation is the first large scale app of its kind in Australia. The technology scans an image using sophisticated image recognition software, isolates the target image from a busy background and then morphs the image into Electro.

The output image is then stored on a server which is then beamed across the Adshel Digital Rails Network, encouraging social sharing. The effect is similar to that of the iconic scene in The Amazing Spiderman 2: Rise of Electro where Jamie Fox’s character is beamed onto all the screens in Times Square, New York.

Tania Caruso group director of Slingshot says, “Our mission as an agency is to take brands and ideas to places previously thought impossible and we push ourselves to do that on every brief. We’ve worked with Universal Sony for five years now and we consistently work together to develop creative ways to entertain their consumers through marketing. We really wanted to give lovers of this superhero the chance to fully engage with their favourite characters, what better way to do that than allow them to embody a Spiderman villain and replicate a pivotal moment from the film!”

Nicole McInnes chief marketing officer of Adshel added, “As consumers become more demanding of personalised experiences they can share and talk about, we are always looking for ways to entertain and delight them during what would normally be a dull commute. So it was really exciting to be able to work together with a company brave enough to embrace the cutting edge potential our new digital network in Sydney. The Amazing Spiderman 2: Rise of Electro digital interaction campaign represents not only the future of Advertising, but also shows Universal Sony’s understanding of how pushing the boundaries engages today’s connected and distracted consumers.

Cindy McCulloch, marketing director of Universal Sony says, “This is an exciting time for Universal Sony and the future of digital marketing. We have a thirst for innovation and love looking at new ways to engage consumers around our content. The Amazing Spiderman 2: Rise of Electro was the perfect title for us to look at for this type of activation as the fan base is so passionate and the action and special effects so spectacular.”

Latest News

Sydney Uni & JWT China Connect Human And Machine Learning With Creativity
  • Media
  • Technology

Sydney Uni & JWT China Connect Human And Machine Learning With Creativity

How will the future of work look for creative agencies?  How can technology be applied to the creative process – can it be automated? These are the key questions to be grappled with by University of Sydney academic experts and students in a new partnership with international advertising agency J. Walter Thompson China, in Shanghai. […]

Suncorp Appoints OMD As Master Media Agency
  • Advertising
  • Media

Suncorp Appoints OMD As Master Media Agency

OMD Australia has been appointed Suncorp’s Master Media Agency to manage the media planning and buying for the group’s network of brands including Suncorp, AAMI, GIO and Apia. The appointment of OMD comes after Suncorp confirmed it was reviewing its media account in October, putting incumbent Starcom on notice. It also coincides with the company’s move to a network […]

ABC Unveils Its Content Line-Up For 2019
  • Media

ABC Unveils Its Content Line-Up For 2019

The ABC has put recent management turmoil behind it to unveil its 2019 schedule. Highlights include the return of fan favourites Shaun Micallef’s Mad as Hell, Julia Zemiro’s Home Delivery and Anh’s Brush with Fame. David Anderson, ABC acting managing director, said: “The ABC tells the story of Australia and in 2019 we have many great […]

Seven Ways To Apply Speech Analytics In Marketing
  • Marketing
  • Opinion
  • Technology

Seven Ways To Apply Speech Analytics In Marketing

In this guest post, CEO of Delacon, Michael Center (pictured below), says speech analytics has a myriad of useful applications for any business and here he outlines seven applications to improve your marketing… Speech analytics data collected from calls made by potential new customers allows businesses to drive greater personalisation in the online environment and create […]

Opinion

by B&T Magazine

B&T Magazine
Stockland Tells Aussies To ‘Give A Little Christmas’ Via CX Lavender
  • Advertising
  • Campaigns

Stockland Tells Aussies To ‘Give A Little Christmas’ Via CX Lavender

Stockland has unveiled its 2018 Christmas Campaign, launching across its national social and owned media channels. Titled ‘Give a Little Christmas’ the ad is by creative agency CX Lavender and celebrates the spontaneous, unplanned and unexpected moments that make Christmas special and can bring a community closer. Ben Allen, general manager marketing at Stockland, said: “At Stockland, we believe […]

Harper’s BAZAAR Devotes December Issue To Conservation
  • Media

Harper’s BAZAAR Devotes December Issue To Conservation

The December issue of Harper’s BAZAAR, on sale today, celebrates a unique collaboration between the luxury lifestyle title and Australia’s iconic Taronga Zoo. Fronted by Australian supermodel and mother of two, Gemma Ward, the December issue is devoted to raising awareness to the work Taronga Zoo, and the newly established Taronga Institute of Science and […]

The $400,000 Problem Of Storing Media Assets
  • Media
  • Opinion

The $400,000 Problem Of Storing Media Assets

In this gust post, Collaboro CEO Warwick Boulter (pictured below), says too many marketers aren’t taking care of their very expensive media assets and offers his tips to ensure you safeguard yours… A business’ digital media assets form a significant part of its overall asset portfolio. Maximising the use of these assets and protecting them against loss is […]

Opinion

by B&T Magazine

B&T Magazine