Projection Advertising gets Heineken Cup fans into the heart of the action

3D video-mapping facility displayed mood data as an infographic

Projection Advertising, the UK's leading projection specialist, created a 5m x 7.5m 3D video-mapping installation, known as Social Tracker, for the Heineken Cup rugby final in Dublin on May 18th. A partnership with youth-focussed brand strategists Thinkhouse, the installation displayed live Twitter activity as an infographic, allowing Heineken Cup fans the opportunity of influencing the projection by tweeting their support for the finalists as part of the Get in the Game campaign.

The Social Tracker scanned Twitter for positive and negative sentiment and measured it along
with volume and trends before the data was translated in real time to 3D graphics. The image was projection-mapped onto a giant purpose-built set in Dublin town centre. Members of the public
were able to interact directly with the projection by stepping up to kick 'virtual conversions'. Each successful kick converted into a tweet of support for a chosen team.

"There have been other occasions when social sentiment has been turned into infographics," explains Tom Burch, MD of Projection Advertising. "But by turning data into 3D video-mapped content, we have leapt way ahead of the game. I'm delighted that Heineken embarked on such
an innovative project and that we were able to contribute."

The Get in the Game campaign as a whole saw fans engage with Heineken Cup rugby online, on their mobiles and in pubs and venues around the country in the build-up to Ireland's biggest sporting event of the year. To date over 85,000 people have engaged and played Get in the Game online.

For further information on Projection Advertising, visit

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