To promote New Zealand Music Month, Beck’s created the World’s first ever commercial, outdoor playable poster.

Method

• Conductive ink was printed onto the reverse of the posters to create the capacitive touch sensors which register electrical signals from the user’s fingers. The conductive ink was then connected to an Apple II style processor which introduced iPad like touch to the poster. An electric speaker was then attached to the rear. There were 20 touch points and 12 minutes of music and audio for users to choose from. Once touched, the poster reverberated, turning it into an 80 watt speaker.
• A total of 100 posters were created and distributed at 60 street poster sites around Auckland, Wellington, Christchurch and various towns and cities throughout New Zealand.

The results

• The Playable Posters created a unique, multisensory experience for the passing public and created a great deal of excitement and intrigue. The interactivity of the posters were highly engaging and generated a lot of publicity for the New Zealand Music Month by aligning the posters with a strong online message and well executed social media connections.
• The accessibility of the posters for everyone to enjoy and discover was a great strength of the campaign and reinforced Beck’s brand positioning of closely assimilating with music, art and fresh thinking.

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