| Clio Awards, 2014 | ||
|---|---|---|
| CLIO Music Events/Engagement | Brand Collaborations: Experiential | Silver |
| CLIO Music Partnerships/Collaborations | Brand Collaborations: Partnerships/Collaborations | Bronze |
| AME Awards, 2015 | ||
| use of discipline | technology | AME Bronze Medallion |
Entrant Company: OMD, New York
Award: Silver
Year: 2014
Medium: CLIO Music Events/Engagement
Entry Type: Brand Collaborations
Category: Experiential
Entrant Company: OMD, New York
At SXSW 2014, Pepsi and famous DJ A-Trak teamed up to provide a groundbreaking Bioreactive Concert experience that integrated state of the art wearable technology into the performance. Concertgoers received Lightwave wristbands that monitored their heart rates, movements, and body temperatures which directly influenced the concert. When the room got too hot, wristbands unlocked Pepsi-inspired cocktails and blasted cool air over the crowd. The energy peaked with a massive boys vs. girls dance-off getting everyone in the audience to dance even more. Wristbands were synched up to the audience’s social media accounts, allowing Pepsi to give shout-outs to fans who were dancing the hardest. The data collected was relayed in real-time to A-Trak, so he could adjust his set based on how fans were physically reacting and changed the visuals to mirror the audience’s mood.