Guest post by Tori Taylor, intern:

SXSW Interactive took place March 13-17 as part of the festival in Austin, TX.  The expo is a nine day experience in music, film and interactive where the session called “Green Screen UX – Designing for Context,” was held.  Justin Smith, head of the UX Department for Cartoon Network Digital, explained how to use a green screen effectively. He discussed how to use the people and the place in order to execute the problem specifically for UX design and the fundamentals apply for photo activation green screen as well.

Green screen usage in event marketing is all about taking the photo activation to a new platform of customization for the consumer. The consumer can choose from a variety of different backgrounds, transporting them to a different world. After they choose a background, they sit, stand or jump into the picture, creating an image with the background. The consumer will then get to see and share their picture on social media platforms, mostly Facebook and Twitter.

A good example of this premise in action is Sonic Drive-In’s photo activation as a sponsor of the Professional Bull Riders (PBR) Tour. Department Zero’s goal for Sonic is to engage audiences, make a memorable connection, and a shareable experience. The consumer is able to choose between four different backgrounds, and customize their photo and pose for maximum effect. The photo activation debuted in March in Albuquerque, NM at the Ty Murray Invitational. Even the mascots got in on the action!

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