Visa is launching a month-long ad campaign in New York City’s Grand Central Terminal in which it will cover the subway corridor with 3D video and static images from its Olympic-themed advertising campaign.
Visa, an official sponsor of the Winter Olympics, held in Vancouver this year, will be seeding the Grand Central campaign with more than 100 media elements - the most notable being a 3D video projection screen with audio that will broadcast two commercials from its Go World campaign.
Social Media Piece
It is also rolling out Visa’s first Go World Facebook fan page, which will offer regular updates on the Vancouver athletes leading up to and during the Olympic Winter Games. Much of these elements have already been announced - if not expected - including the larger-than-life screen.
The 3D component, however, does stand out as unique to these promotions.
Large Projection Screen, Free 3D Glasses
The 8-by-14 foot projection screen will display the two Go World television commercials, immersing commuters in a 60 second 3D experience. In addition, commuters will see 16 3D static screens - or lenticular dioramas - as well as column wraps, posters, wallscapes, beam panels, soffits and stair risers. Advertisements also feature 18 Team Visa Vancouver athletes and Olympic legends including Lindsey Jacobellis, Seth Wescott, Johnny Spillane and Dan Jansen.
An estimated 3 million consumers will pass through Grand Central Terminal’s subway corridor during the 28-day campaign period. Beginning Feb. 1, street teams will hand out 3D glasses that will allow commuters to view the 3D commercials.
Increasingly 3D is becoming part of the digital advertising landscape - thanks in larger part to Avatar's runaway success. MSNBC.com recently launched 3-D-enabled, customized rich media ads on its homepage. The 3-D format, which MSNBC is providing through a partnership with Unicast, gives advertisers several ways to customize an ad, including a pushdown, interactive wallpaper, a custom 3D cube, videos, photo galleries, 360 tours and real-time color selection viewers.
Another example is Best Buy, which ran a campaign this past summer, embedding an augmented-reality code in its Sunday circular. Users held the circular to a webcam, which triggered a 3-D image of a Toshiba notebook.