Crystal Light is kicking off its presenting sponsorship with Miranda Lambert and her 30-city “Platinum” Tour by debuting the U.S.’s first-ever “Playable Poster” at concert venues across the country. The beloved low-calorie drink mix is launching the new, innovative technology – in partnership with U.K.-based conductive ink startup, Novalia – to allow fans who attend Lambert’s shows to touch a Crystal Light poster and literally “spin” her record, unlocking audio tracks from her new album.
“We’re excited to bring this cutting-edge Playable Poster technology to legions of Miranda Lambert fans nationwide,” said Jennifer Dahlgren, Senior Brand Manager for Crystal Light. “These posters will give our consumers a really unique way to experience Miranda’s music that is both memorable and fun.”
The Playable Poster combines touch and sound with printed graphics to “hack” paper – or reimagine the way paper is printed and how consumers interact with it. How it works: Conductive ink is printed on the reverse of the poster, creating touch sensors that can pick up electrical signals from fingers. The conductive ink is connected to a processor – similar to an iPad, but on paper – and an electric speaker is attached to the back, turning the poster into a megawatt speaker.
“I’m always thrilled to introduce new ways for my fans to interact with my music,” said Lambert. “What better way to kick off the ‘Platinum’ Tour than with my favorite brand Crystal Light, and a fun, unique way for concert-goers to enjoy my album.”
The posters, designed by Chicago-based agency VSA Partners, will be found at concerts on the Crystal Light Presents “Platinum” Tour, which kicked off on July 10(th ) and continues through September.
“Once consumers touch a product, we have observed that they are significantly more likely to purchase or remember it, and this is what conductive ink enables for printed graphics,” said Kate Stone, Founder of Novalia. “Posters create high visibility, while sound is what the concert experience is all about. Bringing the two together is a natural fit for on-site product sampling for fans of Crystal Light and Lambert alike.”