Addictive Mobility Partners with the City of Toronto for Art Event Nuit Blanche

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Addictive Mobility provided Nuit Blanche with a live-to-screen interactive experience. The screens showcased a live channel that allowed passersby to text in messages that would be displayed on the full-colour animated screens. Images from all three zones were uploaded and displayed on the screens so participants could see fresh images from other parts of the event without actually being there.

Addictive Mobility recently partnered with the City of Toronto to launch a unique custom mobile social media program consisting of multiple live screens, SMS, IVR, and web-to-mobile technology.

The event that showcased all the technology was the city's second annual signature event, Scotiabank Nuit Blanche on September 29. This year's event, which boasted public art commissions, all night exhibitions and performances, attracted over 500,000 visitors and even caused public transportation to stall. From sunset to sunrise the next day, visitors experienced contemporary art exhibitions right on city streets.

Through the partnership with the city, citizens were able to engage in interactive mobile social media:

Live to screen
The most impressive feature of Addictive Mobility's Nuit Blanche presence was the live-to-screen interactive experience. Along with Optiad Media and Gridcast Media, three Jumbotron screens were projected from vehicles onto building walls. The screens showcased a live channel that allowed passersby to text in messages that would be displayed on the full-colour animated screens. After messages were approved by event organizers, they were displayed on the mega-sized screens, as well as through a live stream on the txtART website. Over 5000 text messages were displayed consecutively during the one-night event with an average of 237 messages per minute during peak hours. (For images, view Addictive Mobility's Flickr.com account)

Images from all three zones were uploaded and displayed on the screens so participants could see fresh images from other parts of the event without actually being there. Participants were encouraged to text in, give their opinion and interact with others from different zones.
Addictive Mobility's director Nussar Ahmad commented on the project, "the greatest thing about the event was that the text-to-screen was a form of social networking. The anonymous crowd was very happy when a marriage proposal was accepted after it was projected on the screen. I'm happy that the screens created emotions in people and encouraged live interaction."

Artist IVR
Artists were given the opportunity to pre-record a vocal description of their artwork for the public. When people were in front of an exhibit, they were able to text in to hear what the artist was feeling by receiving a direct call to their mobile phones. Users also had the option of dialing in to the number directly to hear the voice call, or downloading the audio file as a podcast prior to the event. (For demo, please visit the txtART.ca webpage)

Contest Giveaways
In addition to the txtART audio guide feature, users were able to enter a contest for a chance to win great prizes when texting in to the short code. Users were also able to enter the contest through the website, which was interactive as well - featuring a live forum and SMS alert sign-ups for mobile members. (For demo, please visit the txtART.ca webpage)

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Audrey Wu

Audrey Wu
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