Intermodal units are those big, rectangular steel shipping containers that are used to transport industrial goods and products on ships and train cars. Quite possibly the least sexy product category on the planet. The challenge: Promote the 2014 IANA expo at the 2013 shipping convention, in trade pubs and online. Get shipping industry people intrigued enough about the new face of the Intermodal industry and the 2014 Intermodal Expo. The solution: As part of IANA's trade show event, we created an experiential campaign featuring a series of videos which ran on flatscreens throughout the event space and an interactive 3D, holographic game we created for the IANA event. We collaborated with a game developer to create the game using a new technology called, leap motion. Leap motion technology uses hologram images that allows you to grab things and move them around by simply using your hands to interact with images magically projected in mid-air in front of you. The videos had a call to action, directing the audience to IANA’s event space location. At the entrance, they encountered a captivating 100 inch, holographic projection inviting them to walk up to it and play. The game we created was a version of Tetris, using block shapes designed to look like shipping containers. To activate the game, the player stands in front of the leap motion bar and waves their hand over it to activate a demo showing them how to use their hands to grab and manipulate the 3D shapes on the hologram projection displayed in front of them. The videos and the game drew a lot of attention at the trade show. Event goers stood around and watched others play as a line began to form. IANA event "easily" stole the show that day. The campaign won several Addy awards that year. Local, regional and National. It was also featured in “Ads of the World.”
