Pearl Media Takes Home Two MediaPost Digital Out-of-Home Awards
Most Innovative Technology and Best Branding Campaign
At MediaPost’s Digital Out-of-Home Awards on Wednesday, April 11, Pearl Media, Starcom & Goodby, Silverstein & Partners, took home the Most Innovative Technology Award for its work with Chevy, creating the first-ever interactive 3D projection. For the Best Branding Campaign Award Pearl Media and The Richards Group were recognized for their innovative work with Patron.
Pearl Media’s winning campaign for Chevy took place in December 2011 when they executed the first-ever interactive 3D projection and set a Guinness World Record for the World’s Largest Claw Game. Using the latest in 3D interactive technology, consumers were able to navigate the giant 3D projected claw using a human-sized stick shift set up in front of Hollywood Boulevard’s famous Roosevelt Hotel—on which the claw game was projected. Hundreds of people took control of the stick shift in an attempt to grab one of many prizes including a dream vacation, a trip to SXSW, a Burton Snowboard or $100 in Live Nation concert cash. One lucky winner walked away with the grand prize—a 2012 Chevy Sonic.
The company’s award-winning campaign for Patrón Tequila, was in support of Patrón’s “Simply Perfect” campaign. In New York’s Soho, Hollywood, Chicago’s Gold Coast, and San Francisco’s Union Square, artist studios were set up in storefront windows visible to street pedestrians, where 30 up-and-coming artists created original artwork inspired by their personal interpretation of Patrón’s “Simply Perfect” tagline. QR Codes were integrated to drive traffic to the online auction site where consumers could bid on the completed artwork, with proceeds going to local art organizations in each city.