CRYSTAL LIGHT: MIRANDA LAMBERT
Novalia were commissioned by drinks brand Crystal Light to create the first ever U.S. playable poster for Grammy Award winning singer-songwriter Miranda Lambert’s Platinum Tour. The playable posters, debuted at concert venues around the country, allow fans to touch a Crystal Light poster and literally “spin” Miranda’s record, unlocking audio tracks from her new album.
“We’re excited to bring this ground-breaking Playable Poster technology to legions of Miranda Lambert fans nationwide,” said Jennifer Dahlgren, Senior Brand Manager for Crystal Light. “This concert activation will give our consumers a really unique way to experience Miranda’s music that is both memorable and fun.”
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 10th and continues through September.
“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 favourite brand Crystal Light, and a fun, unique way for concert-goers to enjoy my album.”
“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.”