LoopNet Projection-Maps a City Skyline for VIP Guests
To show that any property not listed on its service might as well not exist, LoopNet went ahead and erased a building from the Los Angeles skyline. It didn’t take any explosives, but it did take some projection technology magic dubbed the LA Traffic Jam. The experience was the centerpiece of a private VIP party on the evening of January 17 for the friends, customers and stakeholders of LoopNet, the world’s largest online commercial real estate listing service.
The guests of the party enjoyed gourmet catering, a top-shelf open bar and a performance by A-list band Train, but the star of the show was yet to come. At the climax of the party, and likely after plenty of time to avail themselves of the open bar, the guests were encouraged to take a look at the city skyline, where 3D projection mapping technology was used to replicate the city skyline behind the façade of the building to fool the attendees.
Twenty 20K lumen DLP projectors were used in conjunction with six Green Hippo media servers to create the real time projection illusion. All of a sudden, the projection seamlessly shifted to remove one of the buildings, illustrating the thematic messaging and driving home the idea that LoopNet is the only way to get your property noticed.
The experience earned more than three million media impressions over the course of three days and more than 15,000 YouTube views in five days.