MSG Text Projections
Anomaly needed ideas to further their “Who You For?” campaign for a boxing match by Don King Promotions at Madison Square Garden. It needed to be Out of Home, and it needed to get noticed. We were already creating on-line digital postcards for the Roy Jones-Felix Trinidad fight, and we proposed a week-long SMS-based interactive street projection.
At the corner of 42nd and 9th in Manhattan, the public was greeted with an animated billboard projected from a ground location. Passersby were invited to interact with the billboard by sending text messages into a fighter’s speech bubble, where they could see their musings posted in close-to real time. Initially, there were more than a few curious glances – but when users saw their words appear in bright lights, others started gleefully participating. Not only did users play via SMS, but they also played by taking pictures with their phones and sending it on to friends. Those friends not only participated from afar, but they themselves passed on pictures – increasing the event’s reach. As the crowd grew, so did street buzz and awareness of the Jones-Trinidad fight.