There is something explosively powerful about getting people to collaborate in their masses for a common goal. Mexican waves bring opposing supporters together, mobile phones at a concert signal a unified mass of love for an artist and club anthems sung at a stadium (http://www.youtube.com/watch?v=Y7xvegPH_Lw) unite social divides under a single banner. Now imagine if your brand was that unifying force and you had the entire audience at an event working in harmony for a common goal and engaged in your brand like never before.
Orange, a brand that has made a habit of turning imagination into reality through belief and bravery has opened the frontier to interactive audience experiences. I'll say no more, just watch and enjoy this video and remember this experience centric technology next time you are looking to engage your audience en masse.
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