Bounding giants across tall buildings
NBA TV will project images against buildings
February 13, 2006
That’s an image that NBA TV hopes will capture people’s imaginations when the league launches its promotional campaign during the NBA All-Stars Game in Houston later this week.
The league’s 24-hour TV network has signed on Technique Mirage of Moss Landing, Calif., to project giant images of players in action onto the city’s downtown office buildings at night, using mobile projectors mounted atop trucks that will cruise the city’s streets. The effect is to have the images cascade from building to building.It’s unique, something that’s attention-grabbing and creates a splash, says Merritt Paulson, senior director of affiliate relations and marketing for NBA TV.
Using digital light processing, or DLP, technology, Technique Mirage can project stills and videos in color on sides of buildings in sizes ranging from 20 to 80 feet.
In addition to the moving projectors, the company will have stationary projectors at key intersections in the city playing 20-minute loops of All-Star highlights and profiles of some of the league’s biggest players and former players, like Jordan, Larry Bird and Shaquille O’Neal.
Ultimately, is the product, so anytime we can use video, it gives people a tangible sense of the quality of NBA TV, says Paulson.
Past Technique Mirage campaigns have been for General Motors, Ford and Starbucks. The program is available across the country.
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