So, Autotrader and ad agency Zambezi had this great idea for a stunt to show how easy it is to find your car in your favourite colour using the Autotrader site. Using color detection paired with 3D projection mapping tech a parked car changed colour at night to match the clothing worn by people who passed by. This 3D mapping tech changing colours on cars isn't as new as you might think, in 2013, Opel did the color changing car event in the dark night in Denmark, using the same technique. The difference here is that people in Miami could affect the colour by sampling their shirts or shoes.
The "Driven By Style" event took place on Thursday, June 30th leading up to the Fourth of July weekend in the heart of Miami’s Wynwood Arts District.
“Autotrader enables people find their perfect car match, and we wanted to emphasize that you don’t have to search for a car in an expected way,” said Scott Thomas, Senior Director, Consumer Marketing at Cox Automotive, the parent company of Autotrader. “You can use your own life and sense of style as a filter for what you want and need in a car, and Autotrader will help you get there."
“To us, Autotrader isn't just a car shopping brand. It's a technology brand. And nowhere is that more evident than in the technology Autotrader uses to match consumers with their perfect car,” says Zambezi Executive Creative Director Josh DiMarcantonio. “3D color-mapping was a fun, simple way to demonstrate in the real world how Autotrader can take any aspect of a person's life, including what they're wearing, and use that as a filter to find them the perfect car. ”
Of course they can't do this without local social influencers... You will see these accounts promoting this clip with the hashtag #DrivenByStyle
Check @TheDapperMethod, @RemixTheDog, @hi_tola, @parcialmentenublada and @wooSupreme for photos & clips from the event.