Cannes Lions attendees can learn how to add another sense to their creative quiver: touch, as in new haptic technology for mobile advertising that is being demonstrated in The Work exhibit area at the festival.
Conceived by Immersion, a leading, US-based innovator in this space, TouchSense haptic software manipulates the actuator motor inside smartphones—the part that vibrates when a call comes in—in a variety of ways to imitate touch or vibration-based sensations such as the roar of a car or a plane engine, or even the beating of a heart. Brands including Peugeot and Lexus already have harnessed Immersion haptics in test videos.
And now Cannes attendees can feel their way through haptic applications this week at the festival’s exhibit space. Immersion will be adding haptics to a selection of advertising campaigns showcased in The Work, the Festival’s exhibit of creative works shortlisted for the Lions Awards.
“Cannes Lions is all about pushing the boundaries of creativity,” Philip Thomas, Lions Festivals CEO, said in an Immersion press release. TouchSense “represents a new creative craft that brings forth the full experience of sight, sound and touch in mobile content. This is another step forward in creating fully emersive, emerging brand experiences.”