Sony's projection-mapping was used to display the trailer for a forthcoming video game on the court of the Oracle Arena. The trailer was played during the halftime of a game between the Golden State Warriors and the San Antonia Spurs, and was done to exhibit Sony's newest addition to the God of War franchise. The idea was explained by Sony as a way of innovating traditional marketing and media in a way that transcends gaming. The hope was that attendees of the game would shoot and share footage on social media and would generate viral buzz over the game and Sony's newest marketing innovation.
This exhibition was done using technology known all project mapping and was produced by BBH New York. The quality of the projection was far beyond conventional projectors and was achieved by using eight Digital Light Processing systems, along with the God of War game engine. Sony's projection mapping trailer was titled 'War on the Floor' and was completed after a month of working with BBH New York.
Image Credit: Daniel Terdiman