Atomic Playpen Introduces New Technology for Target Field Video Boards

MINNEAPOLIS, June 6, 2011 /PRNewswire/ -- Award-winning digital agency Atomic Playpen has developed an innovative way to present Pentair during every home game at Target Field, the home of the Minnesota Twins. Pentair is the Official Sustainable Water Provider for the Minnesota Twins. Becky Burley, Account Director at Atomic Playpen said, "We saw this as a great opportunity to do something different and engage fans in a fun, playful way while still educating them on Pentair's breadth of offerings."

Atomic Playpen created an integrated in-game experience for Pentair that leverages high-definition 3D animation. During the second inning, the animation plays on the massive video boards. The crowning feature of the experience is the new Pentair WaterCam. The video board screen fills with water and the live stadium cameras zoom in on Twins fans in various locations throughout the stadium. The innovative technology gives the appearance that the fans are underwater – complete with waves and a floating 3D baseball. Special lighting, color tinting and water distortion make the illusion very convincing. Justin Campbell, Associate Creative Director at Atomic Playpen said, "Given the fact that much of this technology has never been used before in a live game environment, it required a significant amount of trial and error to pull off the desired effect we were looking for. But the Twins really came through for us to help bring the experience to life."  Atomic Playpen also created Pentair In-Park TV ads, home plate signage, and a print ad for the game day program.

Andy Price, Senior Director, Broadcast-Game Presentation for the Minnesota Twins said, "We are constantly looking for innovative ways to help corporate sponsors get their message out, and this is the first time in professional sports that we have seen 3D animation combined with a live camera feed to create this type of effect. We are looking forward to seeing how fans interact with it in the 2011 season."

ABOUT PENTAIR, INC

Pentair (www.Pentair.com) is a global diversified industrial company headquartered in Minneapolis, Minnesota. Its Water Group is a global leader in providing innovative products and systems used worldwide in the movement, treatment, storage and enjoyment of water. Pentair's Technical Products Group is a leader in the global enclosures and thermal management markets, designing and manufacturing thermal management products and standard, modified, and custom enclosures that protect sensitive electronics and the people that use them. With 2010 revenues of $3.0 billion, Pentair employs over 14,000 people worldwide.

ABOUT ATOMIC PLAYPEN

Atomic Playpen (www.AtomicPlaypen.com) is a full-service digital agency based in Minneapolis, Minnesota. Since 1999, Atomic Playpen has been delivering digital solutions for Fortune 500 and mid-size companies. Atomic Playpen is the digital agency-of-record for Pentair.

SOURCE Atomic Playpen