The launch campaign of Chevy Sonic revolves around awesome first time experiences. So for Sonic’s first outdoor stunt, we knew we had to do something that had never been done in the medium. Something big. So we created a claw game the size of an entire building.
The world’s first playable 3D projection turned Hollywood’s Roosevelt Hotel into the world’s largest claw game. Players controlled the giant virtual claw by using a giant Sonic gearshift as joystick—the first time ever viewers have been able to interact with projection mapping.
The Sonic Claw Game is now officially in the Guinness Book of World Records as the Largest Projection-Mapped Game in history. Here’s to another Sonic first.