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PixMob experience : a unique moment for all at festivals

In 2010, PixMob had their festival debut with Arcade Fire at Coachella and an unforgettable drop of hundreds glowing balls. Since then, PixMob has travelled the world from one festival to another, providing immersive and unforgettable experiences using their interactive LED technology. Coachella (USA), Osheaga (Canada), Lollapalooza (Brazil), Festival d’Été de Québec (Canada), South by South West (USA), and Rock in Rio (Brazil) were unique moments for the festivalgoers, and successful marketing stunts for the sponsors. PixMob LED technology is so successful at festivals because it creates unique and magical moments. The attendees connect with each other, but also with the artist and the festival, and engage more actively with the sponsoring brand.

Various PixMob objects to mesmerize the crowd

PixMob LED technology primarily uses glowing balls, LED wristbands or sparkling helicos to create these immersive experiences, but any object can be customized with PixMob interactive technology to meet brand expectations. PixMob created ski hats for the Super Bowl Halftime Show 2014 and medallions for the Winter Games in Russia the same year. We can create any object that the sponsor can call their own.

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A memorable and unique immersive experience

PixMob is about creating unique experiences for the public. Inspired by ancient fire rituals, it’s in our DNA to immerse people in a surreal atmosphere, to unite them in a shared moment. During the Black Keys performance of their hit “Everlasting Light” at the 2012 Osheaga festival, the attendees experienced 2000 blinking helicos descending toward them like a star shower. You could see sparkles in their eyes, and the atmosphere was dreamlike. For Doritos Boldstage at SXSW 2013, the digital balls bouncing in the crowd made the attendees so excited that they started to bounce other beach inflatables. The atmosphere was wild.

A totem to keep as a souvenir

One great way to make the user experience positive and lasting is to give out a souvenir, such as a branded LED object. When the hundreds of balls fell from the ceiling of the stage during the Arcade Fire’s encore performance of “Wake up” at Coachella, the effect on the crowd was magical. Some lucky attendees brought the giant beach balls home, and logged on to the Creators Project’s website to find new ways to use them. Wristbands are also great “totems” to bring home, especially when you can keep using it after the festival.

For Lollapalooza, sponsored by Heineken, every festivalgoer could keep their branded LED bracelet. The bracelets were turned into motion-sensitive mode at the end of the concert, allowing the user to control it afterwards.

The viral aspect

Festivalgoers are well known to share their moments with their friends, fans and family. The PixMob experience makes them share more pictures, comments and tweets of themselves wearing their branded LED object. Thanks to that, sponsors gain visibility, as well as popularity as their fans generate positive comments. At Coachella, millions of fans bragged that they were there living a great experience. YouTube, Facebook, Twitter and Instagram were used to broadcast positive comments about the festival, the artists, the crowd experience, and of course the sponsoring brand.

Effective brand activation
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Brand activation focuses on building a long term emotional connection between the brand and the customer. Thanks to PixMob technology and its LED objects, customers will remember their incredible experience for a long time. Keeping their branded object as a souvenir will increase their engagement with the sponsor. Subway’s marketing strategy is about keeping their customers engaged. The experience is important to them – which is why they prepare their sandwiches in front of their customers. The idea of Osheaga festival sponsorship was in the same vein. Subway wanted to make the festivalgoers live an experience and engage with their brand. More than entertainment, they provided astonishment and a gift to take away to remember the brand.

The future with RFID

PixMob LED wristbands can include an RFID chip that helps turn attendees into fans, promoters and future customers. RFID technology can be used for access control at events, collecting consumer information, developing a community and communicating about the event and its sponsor – well beyond the day itself. A new way to leverage sponsorship.

Videos

Special thanks to :

Chris Milk, Radical Media, Moment Factory, Tangible Interaction, Heineken, Subway, Nova Film, Festival d’Été de Québec, Osheaga, SXSW, Lollapalooza.

Equipe

Nova Film

In our series of showcasing our network of partners, meet today Nova Film, who help us demonstrate the PixMob experience with their thrilling videos.

Identity
Name of the Company
Nova Film
Location
Quebec City, Canada
Number of employees
12 full-time and 15 freelancers
Activities
  • Branded content videos
  • Advertising
  • Motion design

François Lallier

Co-founder

Nova Film is a video production company that was founded eight years ago. Led by creatives, the company’s focus is to push its boundaries with every project. They share the values and the innovative thinking of every client they work with: Red Bull, Bell, Lg2, Cossette, PixMob, just to name a few. In 2013, Nova Film was shortlisted for the Cannes Lions, was awarded a One Show merit and three gold Marketing Awards.

Gallery

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Demo Reel

Projects with PixMob

About PixMob

“Creative” and “innovative”, these are the two key words that link our companies together. We like to work on off beaten path projects and create what has never been done before.

François Lallier

Website: www.novafilm.ca

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Tiësto, the first Dj to use PixMob VIDEO to redefine Clubbing

The technology that connected 80,000 People into the First Human Video Screen at Super Bowl Halftime Show was used by Tiësto as part of his residency at Hakkasan Las Vegas, on February 28.

That night, 2,500 Tiësto fans wore PixMob LED wristbands generating wireless video effects in sync with his music. Pulsating with light as one organism, the crowd became a canvas for Tiësto’s visuals, creating an immersive experience.

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PixMob VIDEO allows show producers to create live video effects using the audience as a display screen. This patented and groundbreaking technique allows for real-time transmission of colour information onto any number of mobile pixels at hundreds of thousands of individual locations up to 300 meters away, without the need for geo-location.

 

About Tiësto

Tiësto is a performer who has transcended musical genres to create a global “Tiësto” brand. His achievements include: a Grammy nomination, numerous MTV awards, performing at the opening ceremony of the 2004 Athens Olympic Games to an audience of billions, and even a wax statue at Madame Tussauds. With over 16 million fans on Facebook, 2 million followers on Twitter, over 400 million views (and one million subscribers) on YouTube, his globally syndicated Club Life radio show as well as his Club Life iTunes artist podcast (#1 music podcast globally), Tiësto has truly become a universal phenomenon. Voted ‘The Greatest DJ Of All Time’ by Mixmag in 2011, the #1 DJ by Rolling Stone and recipient of DJ Mag’s first ever “Top 100 DJs Legend Award,” Tiësto has worked with superstars such as Kanye West, Bono, Coldplay, Katy Perry, Yeah Yeah Yeahs, Goldfrapp and many more. Tiësto is currently focusing much of his time in the studio on the production of his much anticipated studio album (to be released in Spring 2014). The first single from the album, “Red Lights,” is a global smash and one of the winter’s biggest club hits.

– Justin Kleinfeld

Tiësto Interview

Tiësto usually implements PixMob PRO technology for his residency in Hakkasan, using global effects to light up the dance floor. We interviewed him right before the first night with PixMob VIDEO, the technology that allows individual control of pixels using the crowd as a video canvas.

[PixMob] makes the crowd euphoric and also connect with each other. It’s really like a feeling, we’re in this together. It makes the party a little uplifting.Tiësto

Tests in a Church to simulate the Hakkasan configuration

To set up the effects shown at the Hakkasan, we had to perform tests in an unusual setting. We found a church close to PixMob studios in Montreal that perfectly simulated the nightclub configuration.

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During these tests, we set up 200 wristbands as well as pixel panels to see how they would react to the video feed sent by the video transmitters. The goal was to study the reflection angles and decide how to properly place the video transmitters above the crowd in the venue.

After a few hours of simulation, we were ready to implement the system at Hakkasan, sure that it would work perfectly.

A night immortalized by Nova Film cameras

 As we wanted to keep record of this new experience, we asked our partner Nova Film to edit a video of the night. With two ultra sensitive camcorders, the team took a wide range of images of the PixMob effects on the crowd, capturing the attendee’s emotions and the performance of the artist. They finished editing their piece during the night, for us to broadcast the video almost instantly. The result: an aesthetic and energetic video.

 

 

The Creators Project

“The idea of PixMob was to think of people as pixel-wearers, they are going to create a light canvas,” says Vincent Leclerc, the CTO of PixMob, a design studio that focuses on turning live events into immersive spectacles by inserting LEDs in ordinary objects, subsequently making them magical. Whether it’s embedding LEDs in hats given out to Super Bowl XLVIII attendees in February, or creating colourful, blinking bracelets for concert-goers to wear at Tiësto’s Hakkasan residency in Las Vegas, PixMob is evolving cultural milestones into illuminated extravaganzas.

The Creators Project was fascinated in how PixMob create wearable LED devices that enable wireless, living artwork, and so they made a doc on the company that’s turning crowds into light paintings in real time.

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