Mercedes-Benz implemented an interactive outdoor advertising campaign where passersby could control digital displays with their car keys, blurring the line between traditional and interactive advertising. A Kinect Star Wars video featured Chris Pratt stepping into an epic lightsaber duel with Darth Vader, putting the viewer in control. Clint Eastwood's Chrysler Super Bowl ad received attention but he stated it was not meant to endorse any politician and he donated his fee to charity. An Audi commercial showed a vampire party interrupted by an Audi S7 arriving. Nike's Film Room uses a green screen basketball court to help kids learn moves from pros and then map themselves into a printed poster.

1. 5
13th February 2012

2. 1. Mercedes Benz Key to Viano
For their customer Mercedes-Benz Vans, Lukas Lindemann
Rosinski implemented an interactive outdoor event on Wall AG’s
digital advertising displays in Berlin underground station
Friedrichstrasse, which blurred the line between classical outdoor
advertising and interactive entertainment. Under the slogan “Key to
Viano”, passers-by were offered the unprecedented opportunity to
control digital advertising displays using their own remote car keys.

3. 1. Mercedes Benz Key to Viano
http://www.youtube.com/watch?feature=player_embedded&v=d9PIgi1CnK0

4. 2. Kinect Star Wars: Duel
To build buzz before the launch of Kinect Star Wars, Xbox is
sharing a new web video, 'Duel'. 'Duel' stars Chris Pratt, best
known for starring in the TV series 'Parks and Recreation' and
the movie 'Moneyball', and showcases the Kinect experience in
the Star Wars universe. In the video, Pratt steps in for Obi-wan
Kenobi during his epic battle with Darth Vader, putting the
viewer at the center of iconic Star Wars scenes â with a twist. It
ends with a tease: Feel the Force. You are the Controller.

5. 2. Kinect Star Wars: Duel
http://www.youtube.com/watch?v=Yh7XaFLAyPU

6. 3. Chrysler – it’s half time in america
The Chrysler Super Bowl ad has attracted great media and general attention.
Clint Eastwood looks like delivering a political message, more than a
business commercial.
Clint Eastwood does not want his patriotic Super Bowl ad to indicate an
“affiliation” with the current presidential administration – or any politician or
party, for that matter
“ I am certainly not politically affiliated with Mr. Obama,” “It was meant to be a
message,” Eastwood told The O’Reilly Factor producer Ron Mitchell, “just
about job growth and the spirit of America. I think all politicians will agree
with it. I thought the spirit was OK.” The ad, which has Eastwood declaring
that it’s “halftime in America,” seems to support the White House decision to
bail out certain carmakers – including Chrysler – with taxpayer money, a
decision that apparently sits better with Democrats than it does Republicans.
Eastwood also told Fox News that he donated to charity the money that
Chrysler paid him for starring in the suddenly controversial Super Bowl
commercial.

7. 3. Chrysler – it’s half time in america
http://www.youtube.com/watch?v=_PE5V4Uzobc&feature=player_embedded

8. 4. Audi: Vampire Party
See the new Audi 2012 Super Bowl commercial and find out
what happens when an Audi S7 shows up at a party full of
vampires.

9. 4. Audi: Vampire Party
http://www.youtube.com/watch?v=lw9ZeXB2uKs&feature=player_embedded

10. 5. Nike: The film room case study
This is the Nike Film Room, an interactive experience that is part
green screen, part basketball court helping to teach kids how to
play ball like the pros. Kids watch pro basketball players produce
signature moves on the court and then study their actions to make
that move, before jumping onto the green screen court to try it
themselves with special Nike coaches. The outcome? Crack the
moves and the installation by R/GA maps you into a printed poster!

11. 5. Nike: The film room case study
http://www.youtube.com/watch?feature=player_embedded&v=sOr5DEy_JAQ#!