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Into the augmented reality with Lufthansa marketing campaign

February 27, 2018 Aviation No Comments Email Email

The new Lufthansa campaign #SayYesToTheWorld invites you to say “yes” to the world and discover exciting destinations virtually. The augmented reality installation of “Open Seats” makes this experience possible where participants will be seated on Premium Economy seats and captured by sensors and cameras. On a seven-square-meter screen, they will then find themselves – just like in the TV spot – as visitors at a spectacular destination.

In India, China or the USA, they can interact in real time with a mix of animated 3D elements, actors and real-world environment to playfully discover the destination. This experience is made possible by a sophisticated combination of skeleton tracking and depth detection, which interprets the participants’ movements and triggers corresponding reactions in extended reality.

The travel experiences range from a spontaneous jam session in New York to a kung fu lesson with Chinese Shaolin monks. Benita Struve, Head of Marketing Communications said, “Open Seats is not only the translation of #SayYesToTheWorld into an interactive experience but also underlines our claim to understand marketing technology. This is not as an end in itself, but as a vehicle for enthusiasm and unique experiences.”

From 22 February, people can go on a virtual journey and experience the installation developed by Lufthansa lead agency Kolle Rebbe and mixed reality expert 3spin at Main-Taunus-Zentrum near Frankfurt and Munich Airport. A world tour of the Open Seats with a stop in New York is planned at a later stage.

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