Crystal Light is kicking off its presenting sponsorship with Grammy Award-winning singer-songwriter Miranda Lambert and her 30-city "Platinum" Tour by debuting the U.S.'s first-ever "Playable Poster" at concert venues. The low-calorie drink mix is launching the new, innovative technology in partnership with U.K.-based conductive ink startup, Novalia to allow fans who attend Lambert's shows to touch a Crystal Light poster and literally "spin" her record, unlocking audio tracks from her new album.
"We're excited to bring this cutting-edge Playable Poster technology to legions of Miranda Lambert fans nationwide," said Jennifer Dahlgren, Senior Brand Manager for Crystal Light. "These posters will give our consumers a really unique way to experience Miranda's music that is both memorable and fun."
The Playable Poster combines touch and sound with printed graphics to "hack" paper or reimagine the way paper is printed and how consumers interact with it. How it works: Conductive ink is printed on the reverse of the poster, creating touch sensors that can pick up electrical signals from fingers. The conductive ink is connected to a processor similar to an iPad, but on paper and an electric speaker is attached to the back, turning the poster into a megawatt speaker.
"I'm always thrilled to introduce new ways for my fans to interact with my music," said Lambert. "What better way to kick off the 'Platinum' Tour than with my favorite brand Crystal Light, and a fun, unique way for concert-goers to enjoy my album."
The posters, designed by Chicago-based agency VSA Partners, will be found at concerts on the Crystal Light Presents "Platinum" Tour,which kicked off on July 10 th and continues through September.
"Once consumers touch a product, we have observed that they are significantly more likely to purchase or remember it, and this is what conductive ink enables for printed graphics," said Kate Stone, Founder of Novalia. "Posters create high visibility, while sound is what the concert experience is all about. Bringing the two together is a natural fit for on-site product sampling for fans of Crystal Light and Lambert alike."
Novalia was first discovered and matched with Crystal Light by Evol8tion, a NY-based innovation boutique that specializes in connecting early-stage technology startups with brands.
"Conductive ink changes the game by bringing printed out-of-home and point-of-sale creative to life," said Joseph Jaffe, CEO and Co-founder of Evol8tion. "This kind of early stage innovation surprises and delights consumers and turns events into truly interactive experiences."
Source and top image: Broadway World