The “bowling like never before” promise that Smaaash makes to its patrons is reinforced by the dazzling interactive experience at the bowling alley.
Client: Smaaash Mumbai
Industry: Gaming and Entertainment
Objective: To elevate the bowling alley experience above the commonplace with a unique blend of the real and the virtual.
Product: MotionMagixTM Interactive Floor
Brief: Smaaash sees itself as a “first of its kind interactive experience” and as a pioneer of sports simulation technology. Each element of the experience is replete with unique touches intended to drive home this message. The Bowling Alley is among the most memorable of these with a unique Twilight Bowling experience under UV light. Adding to the attraction of the alley is the smaaashing MotionMagixTM Interactive Floor that lights up with spectacular visual effects as the players rack up points from frame to frame. Previously in bowling alleys the area to be covered with projections presented a special challenge but a recent upgrade in the software allowed us to achieve spectacular results with roughly half the number of sensors and projectors for twice the previously covered area. Installations are much faster and more cost effective now – this kind of interactivity may well become the norm. Get set for lanes of fire and blazing bowling.
Impact: The “bowling like never before” promise that Smaaash makes to its patrons is reinforced by the dazzling interactive experience of the bowling alley.
The primary target audience, the youth, found this a fun, innovative way to engage with the brand & the new logo.
Objective: To launch a brand logo targeted at the young consumer in a manner guaranteed to get their attention
Product: MotionMagix Interactive Floor
Brief: Airtel, one of India’s most media conscious brands, was aiming for high recall and engagement on the occasion of a brand overhaul. They chose a variety of media platforms to reach out to the young audience that was the focus of the brand. Among the most memorable events was an Interactive Bowling Alley that was “rolled out” in premium locations in 4 cities. The lanes became the scene of a blazing Airtel logo that chased the ball to the pins & then raced back to the player for a visually stunning & memorable game experience. You could say it was a “strike”!
Impact: The primary target audience, the youth, found this a fun, innovative way to engage with the brand & the new logo.