Background
Digital Outlook and Seeper created an interactive art installation in Munich’s famous Karlsplatz to create a breathtaking piece of interactive art inspired by Kinect. The installation, produced by Seeper, used state of the art technology that allowed participants to take control of the iconic Stachus gate; bringing the ancient medieval structure to life by jumping, dancing, waving and gyrating via projection mapping.
Objectives
Secure coverage for the campaign and accompanying images
Increase engagement in the campaign
Increase shares of the campaign
Increase awareness of Xbox Kinect
Strategy
Viral Seeding put together a strategy which consisted of outreach and seeding.
Researching and putting together an extensive list of target blogs and websites
Drafting an outreach template which included key campaign information
Individually contacting blogs and websites to sell in the story
Daily reporting and final project evaluation
Campaign Results
140 pieces of coverage secured.
Coverage secured on Wired, Gear Live and Kontraband
Over 70k organic views as a result of the coverage
Highlights & coverage
Reference links
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