As an official sponsor and supplier of the World Cup, Adidas Japan wanted to turn the event into an opportunity to make a connection with its audience using the unifying theme of football. They built an interactive projection 200 meters above the ground in Tokyo on the day of a crucial game for the national team.
Fans could use their smartphones to virtually ‘throw in’ a soccer ball towards the projection – a massive video of Japan star forward Shinji Kagawa, projected on the wall of a high-rise building. Kagawa received the ball and made a shot on goal. The thrower’s Facebook profile photo and support message were also projected on the big screen.
You can see what the experience looked like in the case film above.