This is a great way to use the power of advertising – and art for that matter…it asks for user interaction in a natural way. Within that interaction the advertising needs are met, and vice versa.
It was printed on soft material similar to Havainas slippers – passersby were encouraged to shed their shoes and “Step Into Summer.” To make the interaction experience even more fun, they used Google Vision technology to allow consumers to “shop” at the mural.
AdAge details the setup: “Consumers could aim their phone’s cameras at the mural’s different patterns and embedded Easter Eggs to shop products with their respective themes. The site not only took them to the point-of-purchase, it also offered styling tips from celebrity stylist Tara Swennen on how to wear the sandals with outfits from day to night.”
There was a recent call for mural ideas where I live – the design they picked was fine, just not especially inspiring, certainly not interactive. I’m for seeing more work like this – let’s bring the best of art and technology together, with advertising money, for the good.