Here, no projected screen on the outside but in the hall of a cinema. The audience picked had to first register on the site of the operation experience showed "extraordinary." Dim the lights and action! There is a lovely nymphet pursued by the eternal masked psychopath in a gloomy house. She knows she continued but hesitates between up to the attic or down to the lower level … Never mind, she calls for help over the phone. And there, one of the public mobile starts ringing …. Dazed in the room: the designated pick up and collects in sync in terms of the girl on the screen, and voice over the phone. "Where do I go? Up or down to the basement?. As stated in the video, the ingenious method of operation is based on a film alternative scenes coupled with voice recognition via telephone. At the whim of successive projections, the movie takes several twists and unexpected, according to the choice of the viewer itself. A highly innovative experiential model, probably expensive, but a lot of ink spilled in the press and on the web. Here, it is based on success criteria associated with an objective picture. It is possible to go further in the reporting and assign objectives and more commercial engagement, as may be increasing the number of packs sold the 13th Street next month in Germany. [5] For me, a Momentum is a testimony in the form of video, audio or brochure paper, in short, anything that keeps track of an event, campaign, to promote it externally. The two previous examples are of course innovative and are primarily intended to strengthen the key messages ("Stop calling at the wheel of your Twingo damn it!") Or brand image (13th Street). For The Last Call, I can see as an online video (previous post), but the thrill is much less than that of the spectators in the room. In both cases, the springboard to move to the Viral seems to be the first relay of the Press. Take the time to create the right experience is the same level of importance as to capture the experience itself (mainly the camera while filming from concept to the reactions of the audience) to do what I call a Momentum [5], and forward, packaged, the top influencer / Press. If the mayonnaise is, the Buzz will follow. Other examples in the same vein (remain in the film, but not electrical hazard safety shoes mobile phone) include the operation of ambient Marketing Association St John Ambulance, which is projected a little girl choking on the screen a cinema. An audience member stands up and crosses the screen to save her. By looking carefully, the axis of improvement that can be found in these operations is the fact that it is not possible to offer this experience on a large scale, on-demand mode or ad hoc. Few people affected initially, less initial impact on the countryside, unless it is relayed to the last great shots of RA [4]. This second effect Kiss-Cool often seems the case of transactions Street Marketing: brands would face a dismal failure if no one would begin to relay the message in the press / on the web. I would say yes, based not on traditional media (press, cinema, television), but our dear friend on the Internet. [5] For me, a Momentum is a testimony in the form of video, audio or brochure paper, in short, anything that keeps track of an event, campaign, to promote it externally.