We have long seen marketing messages being driven by technology. And, the digitisation, gamification, augmented reality and holographic sales pitches from companies are evidence of this. So, it came to no surprise, well at least for some, the Shanghai’s skies were illuminated as it played host to gaming company bilibili as it celebrated the birthday of its game Princess Connect! Re:Dive by painting a giant QR code into the night-sky – and its scannable too (try it). It actually works even off the image.
They also had the computer synchronised drones fly in formation to depict some of the characters in the game. Innovative, for sure. High-impact, definitely. Talking PR Stunts, we have come a long way from planes painting smoke in the sky or dragging branded message banners behind them.
While this has of course made headlines around the world, the company had only a year ago placed giant QR codes on the side of its own office building when they first launched the game in China. While QR codes have been far more integrated and adopted in everyday life in China to connect with businesses, trigger payments or to network than in the west, I have the feeling that we will see more of these stunts spilling into all corners of the modern world.
I myself am guilty of including QR codes on everything, including giant projected ones at events and speaking gigs so the audience could connect, login or engage. Mind you, the sky obviously is not the limit anymore…
Come to speak of drones delivering marketing messages and branding, only earlier this month Hyundai launched its luxury car brand Genesis in the sky using some 3,281 illuminated drones and taking out the Guinness World Record for ‘the most unmanned aerial vehicles (UAV’s) airborne simultaneously’. You can she the show here.
Hyundai’s World Record Drone Lightshow April 2021
So, forget trying to install ad-blockers on your screens as any surface you are likely to face (at least in modern cities) will soon be beaming marketing messages at you thanks to advancing technology. And, while it was always a great escape to get away from it all by just looking up at the sky, well that territory is now being claimed as well it appears. EB.