Make Your Mark at South by Southwest
Toyota and online music TV platform Revolt teamed up to create buzz at South by Southwest with the Make Your Mark contemporary art installation.
By tweeting using #MakeYourMark, festivalgoers and Twitter users activated robotically controlled paintball markers inside a glass display to shoot a white canvas behind a 2015 Toyota Corolla.
Art included symbolic music designs including a singing lady and a boombox, each generated by more than 4,000 paintball shots. People could follow the creative process via Revolt TV’s live stream. Chicago-based visual artist, Rahmaan Statik, designed the installation artwork and Brightline Interactive created the technology, building on Toyota Corolla’s Elevate advertising campaign, which features original, vibrantly colored 3D pavement art by Statik.
Revolt also hosted performances from artists including Public Service Broadcasting, Joywave, Mini Mansions, and Chris Webby.
The events at SXSW were covered by more than 223 websites and media outlets including Yahoo! News, USA Today, The New York Times, Black Enterprise, and CNN Money.
The videos within the event’s media-news release were viewed 30,437 times. Toyota also debuted an updated version of its distracted driving simulator.
Brightline, in partnership with the automaker’s digital AOR 360i, built an experience using an Oculus Rift headset, challenging users to navigate through a 3D driving experience and manage common distractions such as loud passengers, incoming text messages, and external hazards.
Situated inside a stationary Corolla and using both the steering wheel and pedals, users are given an immersive interactive experience with an educational twist. The campaign generated 2.2 million Twitter impressions using the #ideasXgood and coverage included The New York Times and Business Daily.