In the lead up to the highly-anticipated new X-men series, The Gifted, FOX created a gravity-defying OOH promotional installation. Taking inspiration from a scene in the pilot where two siblings test their mutant powers on a vending machine, we helped users channel their hidden telekinetic mutant powers to control a one-of-its-kind gesture controlled vending machine. The goal: build an interactive experience that resonated with our core fan base, but also captivate a new audience.
The interactive vending machine leveraged motion gesture controls via Microsoft Kinect to replicate telekinetic powers that raised a vending machine mid air. Brand ambassadors played a key role, coaching users through the experience and helping them discover, harness, and control their powers. An ancillary application was also created to record users at key moments during their experience. The recorded videos could then be shared across social media to amplify excitement ahead of the series premiere.
Fans lined up with excitement to unleash their power. The campaign raised awareness of the series ahead of its debut achieving over 1.9 million digital and physical impressions with activations at The Grove in LA as well as Times Square and Comic Con in New York City.