NORTHFIELD, Ill., July 29, 2014 /PRNewswire/
-- Crystal Light is
kicking off its presenting sponsorship with Grammy Award-winning
singer-songwriter 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 10th 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."
Novalia was first discovered and matched with Crystal Light by Evol8tion, a NY-based
innovation boutique that specializes in connecting early-stage
technology startups with brands.
"Conductive ink changes the game by bringing printed out-of-home
and point-of-sale creative to life," said Joseph Jaffe, CEO and Co-founder of Evol8tion.
"This kind of early stage innovation surprises and delights
consumers and turns events into truly interactive experiences."
ABOUT CRYSTAL
LIGHT
With most flavors containing between 0 and 15 calories per serving,
Crystal Light drink mixes
offer artificially sweetened, great-tasting beverage options in
powder and liquid forms. Crystal
Light is available in a variety of refreshing flavors
and convenient forms, including both on-the-go and multi-serve
pitcher packs. Crystal
Light could be an excellent beverage option for
individuals interested in limiting sugar and for people living with
diabetes, because many flavors contain 4 grams or less of
carbohydrates per serving and are considered a FREE
exchange. For more information about Crystal Light, connect with Crystal Light on Facebook
(www.Facebook.com/CrystalLight) and follow us on Twitter
@CrystalLight (www.Twitter.com/CrystalLight).
ABOUT KRAFT FOODS GROUP
Kraft Foods
Group, Inc. is one of North
America's largest consumer packaged food and beverage
companies, with annual revenues of more than $18 billion. With the spirit of a startup and the
soul of a powerhouse, Kraft has an unrivaled portfolio of products
in the beverages, cheese, refrigerated meals and grocery
categories. The company's iconic brands include Kraft, Capri
Sun, Jell-O, Kool-Aid, Lunchables, Maxwell House, Oscar Mayer, Philadelphia, Planters and
Velveeta. Kraft's 22,500 employees in the U.S. and
Canada have a passion for making
the foods and beverages people love. Kraft is a member of the
Standard & Poor's 500 and the NASDAQ-100 indices. For
more information, visit www.kraftfoodsgroup.com and
www.facebook.com/kraft.
ABOUT EVOL8TION, LLC
Evol8tion is an innovation
boutique that connects early stage startups with leading brands to
partner via pilot programs, acceleration and/or investment.
Bridging the gap between "Madison Avenue" and "Mountain View,"
Evol8tion looks to solve marketing problems through technology
solutions, led by – but not exclusively limited to – collaboration
with early stage startups.
ABOUT NOVALIA
Novalia is a Cambridge-based conductive ink startup founded
by Dr. Kate Stone. Novalia's
technology adds interactivity to printed items, such as posters,
books and product packaging. Interactivity is in the form of
touching the print/graphic, to make something happen, such as
turning the paper/poster into a speaker to talk or play
music. Touch interactivity can also connect via low power
Bluetooth to your mobile/cell and on in turn to the internet –
similar to a printed Facebook like button. Novalia prides itself on
enabling a seamless blend of science/technology with art/design;
the team has developed intellectual property and processes that has
lead to more than 30 patent applications.
ABOUT MIRANDA
LAMBERT
Grammy Award-winning
singer-songwriter Miranda Lambert is
the reigning four-time CMA and reigning five-time ACM Female
Vocalist of the Year. She is the first to win five consecutive
ACM trophies for Female Vocalist of the Year. Her new album,
Platinum, debuted at #1 on the Billboard Top 200 and at #1 on the
Billboard Country Album Chart. Miranda is the first country artist
in the 50-year history of the Billboard Country Chart to have each
of her first five albums debut at #1. All four of her previous
albums have been certified Platinum. In addition, she has 7 #1
singles to her credit. Her Crystal
Light Presents "Platinum" Tour kicked off in July.
Photo - http://photos.prnewswire.com/prnh/20140728/130570
Photo - http://photos.prnewswire.com/prnh/20140728/130572
Photo - http://photos.prnewswire.com/prnh/20140728/130571
Photo - http://photos.prnewswire.com/prnh/20140728/130569
SOURCE Kraft Foods Group