Crystal Light debuts new interactive posters

NORTHFIELD, Ill. — In celebration of its sponsorship with Grammy Award-winner Miranda Lambert on her 30-city "Platinum" tour, Crystal Light is debuting an interactive poster at concert venues across the United States. The poster allows fans who attend Lambert's show to touch the poster and "spin" the record, unlocking audio tracks from her new album.



"We're excited to bring this cutting-edge Playable Poster technology to legions of Miranda Lambert fans nationwide," said Jennifer Dahlgren, senior brand manager for Crystal Light. "These posters will give our consumers a really unique way to experience Miranda's music that is both memorable and fun."



The Playable Poster combines touch and sound with printed graphics, reimagining the way paper is printed and how consumers interact with it. Conductive ink is printed on the reverse side of the paper, creating sensors that pick up electrical signals from fingers, according to the brand. The conductive ink is linked to a processor and an electric speaker — turning the colorful poster into a speaker.



"I'm always thrilled to introduce new ways for my fans to interact with my music," Lambert said. "What better way to kick off the 'Platinum' Tour than with my favorite brand Crystal Light, and a fun, unique way for concert-goers to enjoy my album."



The posters were designed by VSA Partners. Crystal Light collaborated with United Kingdom-based conductive ink startup Novalia for the project.