The World Park Reinvents the New York Central Park Experience

NEW YORK, April 27 /PRNewswire/ -- Agency Magma, an agency that creates experiences, not just advertising, is unveiling The World Park, a first of its kind, mobile-interactive event at New York's Central Park for a 2-day exhibit on Friday, April 30, 2010 and Saturday, May 1, 2010, Arbor Day weekend. As a new concept in park tourism, this mobile interactive experience creates engagement and raises awareness for city parks through interactive mobile technology.

"We wanted to see what the park experience of tomorrow looked like," said Michael Ferrare, founder of Agency Magma. "Through interactive mobile technology, The World Park engages, entertains, and motivates a deeper park exploration for visitors to Central Park."

At this groundbreaking event, visitors of Central Park can use the scanning application on their mobile phones to scan digital tree signage placed at specific locations throughout the park. The small digital trees are called 'Parkodes'—a modern evolution of a QR-Code. Each Parkode, similar to picking up a playing card on a board game, reveals a question relating to the visitor's exact location. Every Parkode scan lets users unlock park secrets, revisit The Gates, watch famous movie scenes, even scroll through views from the 1800's—all through their iPhones or smartphones.

Continuing its multi-dimensional experience, The World Park is supported with an integrated ad campaign that engages local consumers through the integration of mobile media and streaming content. Consumers can play and interact with the advertising through their mobile phones—and discover unknown facts, rare stories, and movie scenes—just as they would at the event. The integrated advertising campaign and event includes social, mobile, viral and traditional media (TV/Print). Most ads feature a glimpse of the event through first person views of actual experiences, while event postcards stream World Park TV commercials direct to consumers from the print advertising allowing for direct interaction with consumers. There is also a Facebook fan page with corresponding ads that give people the impression that The World Park event is being run and operated by the Central Park animals.

"We've invented a new way to engage next generation visitors to our city or even national parks," said Ferrare. "Smartphones have allowed us to pull people from their computer screens and into a mobile interaction. The World Park event experience provides an opportunity for the way our city parks can market themselves through creating a deeper park experience and landmark event for visitors."

To learn more about The World Park campaign and event, visit: www.theworldpark.com/campaign. For more information on Agency Magma please visit: www.agencymagma.com

SOURCE Agency Magma