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Chicago River Shines with Target for Museum Opening

A recent campaign targeting attendees of a museum opening - as well as pedestrians who happened to be passing by - saw ads projected onto reflected off the surface of the Chicago River.

The campaign - launched by Target for the opening of the Museum of Contemporary Art - was the first from Massive Media‘s new River Projections program, writes Media Life. The program, an offshoot of Massive Media’s Street Theater Projection program, offers projections of advertisements or sponsorship information against high-traffic areas such as riverfront boardwalks. Projections are done after dark and are most visible when projected onto murky water. Fountains can also be used if they are shallow.
Creative should be bright and simple. Slides are generally shown for 15- or 30-second clips.

The program is available in markets such as Chicago, New York, St. Louis, New Orleans, Detroit and Miami, and generally targets an upscale audience. Cost runs from $3,500 to $4,500 per event or evening.