TrueCar is an intelligent data company. So when sponsoring a concert series, we asked a simple question, how would an intelligent data company approach a concert series?
Light Emotion Data. We tracked the crowd’s emotional sentiment data and visualized it in 70,000+ LED’s to create an intelligent sensory concert experience.
We partnered with a technology from the renowned MIT Media Lab that detects a person’s emotion based on their facial expression and transforms it into data. We then mapped that data to a custom emotion matrix to find the True Emotion of the crowd. That emotion is then translated into color and displayed in light on a towering Centerpiece, designed by famed visual artist, GMUNK.
The reaction from concert goers has been one of amazement, intrigue, joy, and appreciation. TrueCar LED has enhanced the concert experience for over 140,000 attendees over 10 concerts and placed the brand in their hearts and minds in a unique, meaningful and delightful way.