Encore Worldwide, LLC, a full-service experiential marketing agency, and McCann New York worked with Groove Jones to create an engaging, interactive concert experience – Lysol Air-Aoke.
The goal was to enhance their customer’s activation and introduction of new Lysol products at the Music Midtown Festival in Atlanta, GA, and then later at the People’s Choice Country Music Awards at the Grand Ole Opry in Nashville, Tennessee.
The primary objective was to develop an interactive karaoke experience centered around the concept of removing germs from the air. The whole idea behind the experience was to illustrate, in a fun and engaging way, how germs spread when singing karaoke and how Lysol can help eliminate 99.9% of germs.
To achieve this, guests would participate in the unique setup, which included two floor-to-ceiling projected karaoke booths.
The booth included an exterior LED screen where onlookers could see the silhouetted guests inside the booth releasing germs as they sang their favorite artist’s lyrics.
The booth provided a seamless and memorable interaction for event attendees.
During the experience, participants were encouraged to actively wipe away the virtual germs they were releasing while singing, using their arms.
Once the user finished, they were prompted to return the mic and pick up a Lysol can to wipe away their digital germs.
At the end of the experience, participants were asked to pose for a memorable takeaway, which they received shortly after in a link to download and share their Lysol #air-aoke moment.
To register for the Lysol Air-Aoke booth, guests scanned a QR code that brought them to a home screen to register by inputting their name, email, and phone number. They chose how many people were joining them singing inside the booth. They were then asked to pick their favorite song from a list of 10 pre-selected tracks from artists at the festival.
Technologies Utilized
This versatile game development platform was used for creating the Lysol Air-Aoke App. It facilitated the design, UI, and interaction elements, as well as integrated markerless motion tracking.
Azure Camera & Web App
Azure services were employed to leverage powerful cloud capabilities, ensuring smooth integration of the tracking camera system and enabling seamless communication between the booth and the cloud-based application.
Natalie Stovall made a guest appearance at the booth during the People’s Choice Country Music Awards and gave it a try.
Lysol Air-Aoke and Camera System
Groove Jones developed the Camera Tracking App using the Unity platform. This application was tailored to integrate with LED screens, ensuring the karaoke experience. The scope encompassed design elements, including UI components and interactive features.
Social Share Video Record System
A specialized Video Recording App was designed and developed to capture guest performances. This encompassed a thoughtful approach to UI design, ensuring a user-friendly and intuitive interface. The integration with AWS was leveraged to provide hosting and processing capabilities for videos, extending for a duration of 60 days after the initial installation. The post-production process is streamlined within the app, expediting editing procedures and delivering a refined video/gif output ready for sharing.
To expedite production, Groove Jones utilized existing GrooveTech source code, customizing it to suit the specific requirements of the Lysol Air-Aoke project. A compiled version of the GrooveTech technology was licensed for this production, guaranteeing a seamless and efficient development process.
Award-Winning Production
