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A new actionpacked racing game called ‘blur‘ is using 3D street art and social media for promotion. They have teamed up with the Viral Factory in creating some original content for their promotion. The Viral Factory is well known for creating viral content, like for instance Samsung’s LED sheep, which has had more than 12 million views on YouTube.
For ‘blur’, they have created street art events in three different cities. Viral Factory has been in charge of developing the idea, production and seeding.
What the Viral Factory has done is to create real-life events in the shape of a street art happening. In London, they have had British artist Gavin Nolan make a 3D mural and setting that portrays a car crashing through a wall in Old Street Magistrates court in London. This coheres with the game universe and at the same time creates an experience for people passing by.
“Taking inspiration from Blur has allowed us to juxtapose the real world vs. the fantasy giving us, as artists, the perfecter opportunity to create striking and eye-catching imagery”, Gavin Nolan says.
Note the blue marker which is an element from the game that Nolan has incorporated in the painting:
‘BLUR The game’ has its own Facebook Page and also uses channels like a YouTube and Flickr account as well as a Twitter profile. On the Facebook page you can see a time-lapse video of the creating of the mural and there are direct links to attend the street art events taking place in London, Berlin and Madrid with three different artists respectively. And of course with direct links to where you can buy the game as well. People have then been encouraged to participate by posting their own photos of the 3D street art pieces.
The idea of incorporating real-life events into the marketing is of course well thought and it adds a sense of authenticity to the product for the consumer. Moreover, the events and footage of the street art makes perfect content for people to share among each other. By creating something unique and creative, the Viral Factory can only hope that it will also be labelled as viral.
You can see more images here.
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