RSS FeedGuerrilla Marketing Returns To Penn Quarter Through Building Projections
We observed a new form of guerrilla marketing in Penn Quarter last weekend in the form of projected images on the side of the Wah Luck House. A Netflix advertisement for the documentary 13th which is themed on the 13th amendment of the U.S. Constitution that abolished slavery. The documentary [IMDB link] “analyzes the criminalization of African Americans and the U.S. prison boom.” as indicated on the Netflix page.
We’ve seen other forms of guerrilla marketing before in Penn Quarter including large decals on the sidewalk advertising the sales of the CityVista condos and the now gone Crime & Punishment Museum, and a couch in the middle of 7th Street advertising ZipCar. If nothing else, this form of advertising is a clever way to capture attention. Penn Quarter, especially the 7th and H Street NW intersection, has some of the highest traffic and pedestrian counts in Washington DC so it makes sense that the neighborhood is a target for this type of advertising.
How does the image projection system work? Looking at the photo below, we see the projector mounted on the top of a minivan parked on 6th St NW projecting the image onto the large south facing wall of the Wah Luck House at the corner of 6th and H St NW. The system is powered by a portable generator powering the projector and a targeting computer inside the minivan that realigns the image so that it renders properly on the face of the building. The projector is covered with a tarp on top of the van to avoid attention and keep it dry if it rains. An attendant monitors the system while it is in operation.
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