An internal project for Weapon7's agency Christmas card 2012, The Snow Machine was an experiential event in Covent garden. It featured a Twitter powered snow machine, an eight-ton Mercedes-Benz Unimog and copious amounts of fake snow. Passersby were invited to Tweet #snow to @thesnowmachine Twitter account, which would then cause ten seconds of snow flurry from the snow machine. The event ran all day was seen by thousands of people culminating in over 1,000 tweets and gaining newspaper coverage for the agency.

Launch the campaign
Published
January 2013
Topics

The Story

An internal project for Weapon7's agency Christmas card 2012, The Snow Machine was an experiential event in Covent garden. It featured a Twitter powered snow machine, an eight-ton Mercedes-Benz Unimog and copious amounts of fake snow. Passersby were invited to Tweet #snow to @thesnowmachine Twitter account, which would then cause ten seconds of snow flurry from the snow machine. The event ran all day was seen by thousands of people culminating in over 1,000 tweets and gaining newspaper coverage for the agency.

The interactive holiday greeting showed Christmas Carole on a journey to perform a festive song at your friend's home. The experience used a combination of Google Street View, Google Maps, satellite imagery, Google Places and Google's Directions and Geocoding APIs to build the custom, personalised film. Video was composited in real time and, to ensure the Google assets blended seamlessly with the film, every image was dynamically colour graded, alongside motion-tracked user data and Street View images with composited snow and additional effects.

The Technology

  •  

    Social

    Twitter

  •  

    Video

    YouTube

The Results

We ran a server-side Twitter harvester pulling all Tweets with the hashtag #snow that mentioned the @thesnowmachine account. These were stored in a database and a Processing app then polled the server for new Tweets, turning on the snow machine via serial commands to an Arduino hooked up to a 5v to 240v relay and also pushing a message to a Flash app to display the user's Twitter name. The Processing app took a picture of the snow, then uploaded the image to the server which made an API call, tweeting the new image back to the user.

6

team members working on this project

40

total hours of missed sleep

100

total hours spent on this project

Launch Date Dec. 17, 2012