Kyocera Uses Motion Capture to Prove its Tech Savvy - Event Marketer

Kyocera Uses Motion Capture to Prove its Tech Savvy

DB_Kyocera_2012 Book
Brand: KYOCERA
Agency: MOTHER INDUSTRIES MOVING PICTURE COMPANY
Awards: EX AWARDS — BEST OVERALL USE OF TECHNOLOGY
Year: 2012

As a partner in the Virgin Mobile FreeFest, Kyocera wanted to activate its sponsorship in a way that demonstrated its commitment to cutting-edge technology, celebrated its Japanese heritage and created festival-wide buzz. The solution was the Echo Temple, an interactive audio installation where festival attendees became the band.

Using state-of-the-art motion tracking technology, the brand converted consumers’ body motions and dance moves directly into coordinated melodies and rhythms, allowing a crowd of strangers to create a funky symphony that captured the collective mood of the festival. It was one of the first large-scale, implementations of multiple-user human motion capture to create music.

The Temple was a circular array of six wooden speaker towers that were designed to resemble Japanese Shinto torii gateways. Each was mounted with a motion-tracking camera, and the towers surrounded a central subwoofer tower.

Participants stood in front of each tower where they could manipulate an instrument’s volume, pitch and effects by moving their bodies and waving fans branded with special symbols. By the end of the festival, more than 10 percent of festivalgoers visited the experience, with the average engagement lasting five minutes—and it drew an impressive crowd during the final hours of the event, with 300 people simultaneously engaged with the experience.

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