Wunderman Thompson and Red Bull lure you into the stratosphere
To promote Red Bull Media World at the Museum of Transport, Wunderman Thompson created an interactive digital-out-of-home poster using mixed reality to transport passersby into the stratosphere.
Red Bull Media World in the Museum of Transport in Lucerne attracts visitors with technological innovations and experiences. Since May 11, 2020, it has reopened its doors to all those eager to discover.
To inspire passers-by in downtown Lucerne to visit, Wunderman Thompson developed an unaccompanied, interactive digital-out-of-home poster with mixed reality. This was in continuous use for five weeks over Christmas and into the New Year.
A standard advertising screen was extended for this purpose with a prototype attachment in which an iPhone 11 Pro was integrated. The smartphone's camera tracked the face and body of the people in front of the screen and put them in the role of Red Bull Stratos jumper Felix Baumgartner, who had jumped out of a capsule at an altitude of 40,000 meters. His suit was faithfully reproduced as a 3D model. While the suit functioned like an avatar and used body tracking to mirror the movements of the person in front of the screen in real time, the user's own face was mapped and integrated directly into the suit as a face projection. So you could see yourself in Felix Baumgartner's suit.
Enabled by smartphone technology
This was only made possible by the latest generation of smartphones at the end of 2019, which on the one hand have sufficient performance due to new CPUs (processors of the iPhone 11 Pro) and suitable sensors (camera in combo with ARKit3) - and on the other hand do not require a large storage space. The software packages included in the newly released iOS13 (ARKit3) enabled body tracking and face projection directly with iOS. An individualized health check sent the status of the smartphone at regular intervals. In combination with a live database and an individualized cloud messaging provider, it was also possible to remotely influence the application and what was happening on site.
Positive feedback
On average, 120 people slipped into the digital Red Bull Stratos suit every day and interacted with the screen. Those who got a taste for it were invited directly via the screen to visit the Red Bull Media World and experience further interactive stations there.
In the currently adapted offer, visitors can also slip into the Red Bull Stratos suit in search of exciting excursion destinations in the Red Bull Media World at the Museum of Transport in Lucerne, thanks to augmented reality.
Responsible at Wunderman Thompson: Alain Bachmann (Account Manager), An Le (Head of Production), Leon Helg (Software Engineer), Kevin Zysset (Art Director), Dominik Dürst (Head of Technology), Diego Martinez (Senior UX Director), Michael Fehr (Senior Account Director), Julian Riegel (Junior Copywriter).
