Behind the Work: Arcade Fire 'The Wilderness Downtown' - Creativity Online

via creativity-online.com

Great interview with B-Reel Creative Director Ben Tricklebank and Producer Nicole Muniz and here's the coolest bit:

"On Something Cool You May Not Know:

NM: One of the key moments of interactivity in the experience appears in the second act, when one of the pop-up window invites users to type or draw a message of advice for their younger self. This is what we call the "postcard." At the end of the experience, viewers can continue to engage with the postcard by continuing their message (or starting over if they wish). Once happy with the message they can submit it to "The Wilderness Downtown." What viewers may not know is what happens then—here their postcard is given a code, which is now reflected in the bottom/right hand corner. They also get a special URL for their virtual "post box." Now is where it gets interesting—their postcard is submitted to be Visuals for the Arcade Fire Suburbs Tour and is submitted to be printed by The Wilderness Machine.

The Wilderness Machine is special creation that will print postcards submitted (with their code) on special cards that have birch seeds embedded within. Fans at the concerts can print a postcard and reply to the sender by using the code. The sender can see this response in their Wait Area. On top of that, fans who receive a printed postcard from The Wilderness Machine can plant it and a tree will grow!"

Posted via email from Siobhan O'Flynn's 1001 Tales