Facial recognition, augmented reality and gesture control to promote 'The Hunger Games'

An innovative DOOH campaign to publicize an immersive and interactive new website from the film 'The Hunger Games', the film adaptation of the famous youth novel saga, combines facial and gender tracking, augmented reality and gesture control. The initiative has been launched in London through Clear Channel digital posters to invite fans to visit the website.

Microsoft has launched an original digital out-of-home campaign (DOOH) designed to promote The Capitol Tour, an immersive website of the film 'The Hunger Games' that has been created in collaboration with Lionsgate as part of the release of the long-awaited film. It is a website that allows users and fans of the tape to know key scenarios of the same. The Capitol Tour is a site that serves as a complement to the film, where users can roam the Capitol and watch exclusive clips of 'Hunger Games', as well as exploring environments such as the Control Room and The Avenue of Tributes. Unlike most movie sites that are developed with Flash technology, The Capitol Tour uses HTML5 to break these standards and avoid having to download annoying plugins.

La campaña se exhibirá durante dos semanas en los carteles digitales de seis hojas que la agencia Clear Channel owns in London using interactive technology, which includes gender recognition, proximity sensors, facial tracking, augmented reality and, for the first time in the UK in the retail sector, according to the company, gesture control. The technology has been designed in collaboration with the 3D company Exposure.

Creative execution aims to bring to life the fictional world of the film, and through a full-body scanner, including a photograph, will show ID cards generated for users. This will allow them to access the visualization of various aspects of Panem (scene of the film and the novel that corresponds to the old North America), videos of the film and images of the cast of actors.

Derek Mann, creative director at Clear Channel, Said: “This is a groundbreaking technology and it's great to see How Microsoft Changes the Trend in the UK. Campaign addresses consumer engagement using Clear Channel interactive solution (iD6). We are delighted to work on such an innovative project".

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