Crowd Game Disney 2013

INTERACTIVE ADVERTISING

At the Rock am Ring event in 2013, we transformed the center stage into a gigantic game console – with an interactive Crowd Game played between the main acts during stage conversion breaks. Up to 50,000 festivalgoers took part and controlled the protagonists from Disney's movie adventure “The Lone Ranger” with their arm movements.

The Crowd Game worked via motion detection using two cameras on the LED screens. The crowd’s panning arms towards the left or right prompted a change in direction of the game characters. By splitting the audience into two groups and having them compete against each other, the moderator got the audience going even more. On a split screen, the two groups controlled the Lone Ranger and his companion Tonto in their daring run along a moving train. The game’s big advantage compared to a pure trailer is audience involvement. Since the audience participates directly, it is much more involved in the video and the advertising message remains memorable for a much longer time.

In developing the game, we worked closely with the client and programmers right from the beginning. On site at the Nürburgring, we were responsible for playing content on the video walls and for setting up camera equipment. We also provided the moderator who explained the game and urged the audience on.