PixMob at Taylor Swift

A New Era

PixMob is all about crowd experience.

To date, we have been part of thousands of climactic moments in many different types of events. Our tagline, “Connect Crowds. Reinvent rituals”, defines what we do and how we are reinventing the future. From huge stadium events to small parties, we pride ourselves on the fact that we have elevated the vibe in each and every event we’ve been part of.

Over the last years, we’ve been able to improve the PixMob experience through cutting edge control systems that allow show creators to rely on the best crowd illumination technology in the world. Most of these developments have been made so that we can create the best visual effects possible.

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However, our vision has never been limited to creating climactic moments through crowd illumination.

We believe that crowd experience begins the moment a person starts to think about attending a particular event. After much anticipation, on the day of the event in question, all participants come together in a common location; they walk through the gates together, take pictures, make new friends, buy souvenirs, and eventually share their experience on social media – whether during the event (if the internet connection is working) or after. Sometimes this magical experience even leads to the planning of the next event. There is nothing like the last days of your vacation to dream about the next one…

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Over the last 2 years, we have integrated RFID applications such as photo booth and brand activation into a few, albeit significant, projects. While this form of connectivity at an event is important, it is only the tip of the iceberg when it comes to bringing people together due to RFID’s limited range. We have explored new ways of reaching deeper connectivity and, in the upcoming months, we will start releasing a new platform that will help make the overall experience at an event more in touch with what really matters: the present moment.

“Wearable” and “IoT” are two buzzwords you may have heard recently. These have been part of our vision for years and will be crucial to the events that we will amplify in the future.

Our concept of connecting crowds will reach a new level. We strive to make crowd experience more fun before, during and after the event.

Stay tuned. We are reinventing your event experience.

David Parent and Vincent Leclerc

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The Pulse of EDM

Making Magic with Medalla

With big name headliners including Skrillex, Tiesto and Zedd, Electric Holiday is one the biggest annual events in Puerto Rico. For two days over the Christmas and Three Kings holidays, the Puerto Rico Convention Centre in San Juan turned into a giant rave.

On Jan 5, 2015, PixMob worked with promoter Buena Vibra and local beer Medalla to create a magical moment. 22,000 EDM fans received PixMob wristbands as they entered the festival. In keeping with Medalla’s branding we used our single-colour LITE wristbands with yellow LEDs.

After American low-end crew Nadastrom finished their set, and as anticipation built for French DJ Tchami, the crowd was brought to the next level. As Tiesto’s hit track Wasted reached the chorus, all 22,000 wristbands lit up in bright yellow, bringing the crowd from loud to LOUD.

The energy in the room stayed high, with the crowd pulsing with the music for the rest of the night.

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Boots and Pants and Boots and Pants

While traditional Puerto Rican and music such as Bomba and Salsa is based on clave rhythms, Four-on-the-Floor beats are captivating the eardrums of a generation. From disco to house to trance, EDM is enjoying huge popularity on the isla del encanto.

Giorgio Moroder describes the connection we feel to these rhythms on his Collaborator’s interview for Daft Punk’s 2014 album Random Access Memories. The pulse of EDM, especially around 120 BPM, resonates with the rhythm of our heartbeat. Musically, this lays a foundation to layer other rhythms using synths, bass, vocals and other musical elements.

Videos

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PixMob as a brand activation tool : case study of the Heineken Moment

In 2013, Heineken, Massive Music and PixMob developed the Heineken Moment, an innovative take on brand experience. During five events sponsored by the brand, each participant was given an LED wristband that lit up together, turning the vast crowd into a green ocean.

  • Lollapalooza, Brazil
  • Star Club, The Netherlands
  • Sensation, Taiwan
  • Sensation, Korea
  • Sensation, Thailand

Heineken goals

As the sponsor of these events, Heineken wanted more than just a logo on flyers and ticketing. They wanted to share the stage with the world’s most famous DJs, and enhance the crowd’s experience.

The solution

To make the audience part of the show, each clubber was given a LED wristband at the entrance. They were not told what it was for, and were just asked to put it on. At the climax of the night, the DJ set off the Heineken Moment’s special tune and all the wristbands lit up at once, immersing the crowd in an ocean of green lights, the iconic Heineken colour. Thousands of enthusiastic hands in the air made for an epic social brand experience that resonated well beyond the venue walls.

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The challenge

For the brand activation, PixMob faced the challenge of a target audience that were fans of EDM, but not necessarily the Heineken brand. Thus, we needed a solution that was original, engaging and organic. The wristband activation proved to be exactly that.

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Collaboration with Massive Music

Massive Music is the music agency for Heineken International. Heineken’s music strategy is all about involving the audience to create unexpected social experiences. For this partnership, Massive Music teamed up with PixMob to develop this brand activation that would turn Sensation fans into Heineken fans by entertaining them. The Dutch music team produced a special dance version of the brand’s music campaign title track.

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The viral aspect

Thousands of fans captured these Heineken moments on their cellular phones and shared them with their friends across the world. The three Sensation events on their own achieved over 500,000 mentions on blogs and a 150% increase in Heineken Facebook fans. The Sensation brand activation gave Heineken more than its money’s worth. € 19.4 million worth of PR value, sponsorship awareness of 74% and a sponsorship return on investment of € 26 million, made this partnership impactful on every level for both Heineken and the audience.

Testimonials

Lollapalooza’s Heineken Moment was shortlisted for The Brand Building Award. PixMob’s team was a big part of it, couldn’t have done it without you guys! Thank you!Renata Da Silva, Project Manager

The wristbands made the evening very special and were highly appreciated by the visitors. Innovative, they connected everyone together.Pascal Stolk, Heineken Netherlands

Video

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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.

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PixMob drives Sensation Into the Wild

After illuminating the Heineken Moments for the famous beer brand on the Sensation tour in Asia last year, PixMob worked directly with the organization of the world’s biggest EDM event for their “Into the Wild” tour, to light up the whole night and amplify the crowd experience.

Welcome to the jungle

Sensation is a unique indoor electronic dance music event organized by ID&T that started in Amsterdam in 2000. The show stayed in the Netherlands for 5 years before touring around the world. At these unique events, every attendee dresses in white and parties with some of world’s biggest DJs. Pyrotechnics, fountains, dancers, lasers and LED wristbands create an immersive, interactive and unforgettable experience.

Their new show “Into the Wild” is based on the primal instincts of the animal kingdom. The jungle is a metaphor for a night of clubbing, where men search, hunt and catch their prey. After hunting comes the feast of victory, the climax of the Sensation show. Sexy dancers writhe and move to the music. Vertical lasers create visual effects, and CO2 shoots out from the catwalk.

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Behind the scenes

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This show was designed over the course of one year. Sensation’s installation crew consists of 300 workers that have only 10 days to install the set before a show. A 350m long inflatable snake is rigged above the audience, lit up, and brought to life.
LED wristbands create a wow effect

Every attendee of Sensation is given a white wristband upon entering the show. Each wristband contains wireless LEDs that light up in sync with the music and special effects. The bracelets connect people through light: everyone holds a digital flame, reinventing fire rituals to bring us all into the wild.

Similar to a TV remote, the wristbands are controlled by infrared light. People literally become the show, as each PixMob device becomes a pixel, transforming the crowd into a human canvas of light.

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Post event movie

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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.