Taking the pulse of interactivity

by Matthew | 13 May 2012 11:57 am

By Peter Saunders
At the 2012 Canadian International AutoShow (CIAS) in downtown Toronto, car manufacturer Nissan tried to get visitors’ hearts racing with a customized interactive digital signage system. Created by the marketing agency Capital C, the installation captured the pulse of the show’s attendees—literally.

Dubbed the ‘SHIFT_pulse project,’ each of two audiovisual (A/V) setups involved an Apple iPad, a tiny camera, a large-format display screen, a pair of headphones and a pulse-reading app. The two stations were separated by a barrier.

As each participant activated the system in turn, it delivered a combination of music and questions (e.g. “Do you prefer a standard vehicle or to modify it?”). Then, the participant’s answers and affected pulse—which were both projected visually on the wall-mounted display, for all to see—determined which Nissan car would be the best fit for him/her.[2]

At the end of this A/V experience, the large screen displayed a ‘mosaic,’ comprising the participant’s face, compatible vehicle model and average heart rate. This mosaic could then be e-mailed to the individual, along with further information about the vehicle, for more targeted marketing purposes.

The promotional gambit had its roots online, as well. Nissan’s Innovation Challenge involved a series of ‘webisodes’ that asked the company’s followers on Facebook to suggest new ideas for advertising campaigns. While the Auto Show booth itself was not one of these ideas, it provided continuity when five finalists were flown in to pitch their concepts in Toronto to Nissan and Capital C.

Source URL: https://www.signmedia.ca/taking-the-pulse-of-interactivity/

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