Crystal Light Launches First-Ever "Playable Poster" At Concert Venues On Miranda Lambert's "Platinum" Tour

Popular Drink Mix Presents Posters to Interact with Fans Thirsty for Lambert's Music via Groundbreaking Technology Never Seen Before in the U.S.

Jul 29, 2014, 10:03 ET from Kraft Foods Group

NORTHFIELD, Ill., July 29, 2014 /PRNewswire/ -- Crystal Light is kicking off its presenting sponsorship with Grammy Award-winning singer-songwriter Miranda Lambert and her 30-city "Platinum" Tour by debuting the U.S.'s first-ever "Playable Poster" at concert venues across the country.  The beloved low-calorie drink mix is launching the new, innovative technology –  in partnership with U.K.-based conductive ink startup, Novalia – to allow fans who attend Lambert's shows to touch a Crystal Light poster and literally "spin" her 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 to "hack" paper – or reimagine the way paper is printed and how consumers interact with it. How it works: Conductive ink is printed on the reverse of the poster, creating touch sensors that can pick up electrical signals from fingers. The conductive ink is connected to a processor – similar to an iPad, but on paper – and an electric speaker is attached to the back, turning the poster into a megawatt speaker. 

"I'm always thrilled to introduce new ways for my fans to interact with my music," said Lambert. "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, designed by Chicago-based agency VSA Partners, will be found at concerts on the Crystal Light Presents "Platinum" Tour,  which kicked off on July 10th  and continues through September.

"Once consumers touch a product, we have observed that they are significantly more likely to purchase or remember it, and this is what conductive ink enables for printed graphics," said Kate Stone, Founder of Novalia. "Posters create high visibility, while sound is what the concert experience is all about. Bringing the two together is a natural fit for on-site product sampling for fans of Crystal Light and Lambert alike."

Novalia was first discovered and matched with Crystal Light by Evol8tion, a NY-based innovation boutique that specializes in connecting early-stage technology startups with brands.

"Conductive ink changes the game by bringing printed out-of-home and point-of-sale creative to life," said Joseph Jaffe, CEO and Co-founder of Evol8tion. "This kind of early stage innovation surprises and delights consumers and turns events into truly interactive experiences."

With most flavors containing between 0 and 15 calories per serving, Crystal Light drink mixes offer artificially sweetened, great-tasting beverage options in powder and liquid forms. Crystal Light is available in a variety of refreshing flavors and convenient forms, including both on-the-go and multi-serve pitcher packs. Crystal Light could be an excellent beverage option for individuals interested in limiting sugar and for people living with diabetes, because many flavors contain 4 grams or less of carbohydrates per serving and are considered a FREE exchange. For more information about Crystal Light, connect with Crystal Light on Facebook ( and follow us on Twitter @CrystalLight (

Kraft Foods Group, Inc. is one of North America's largest consumer packaged food and beverage companies, with annual revenues of more than $18 billion. With the spirit of a startup and the soul of a powerhouse, Kraft has an unrivaled portfolio of products in the beverages, cheese, refrigerated meals and grocery categories. The company's iconic brands include Kraft, Capri Sun, Jell-O, Kool-Aid, Lunchables, Maxwell House, Oscar Mayer, Philadelphia, Planters and Velveeta. Kraft's 22,500 employees in the U.S. and Canada have a passion for making the foods and beverages people love. Kraft is a member of the Standard & Poor's 500 and the NASDAQ-100 indices.  For more information, visit and

Evol8tion is an innovation boutique that connects early stage startups with leading brands to partner via pilot programs, acceleration and/or investment. Bridging the gap between "Madison Avenue" and "Mountain View," Evol8tion looks to solve marketing problems through technology solutions, led by – but not exclusively limited to – collaboration with early stage startups.

Novalia is a Cambridge-based conductive ink startup founded by Dr. Kate Stone. Novalia's technology adds interactivity to printed items, such as posters, books and product packaging. Interactivity is in the form of touching the print/graphic, to make something happen, such as turning the paper/poster into a speaker to talk or play music.  Touch interactivity can also connect via low power Bluetooth to your mobile/cell and on in turn to the internet – similar to a printed Facebook like button. Novalia prides itself on enabling a seamless blend of science/technology with art/design; the team has developed intellectual property and processes that has lead to more than 30 patent applications.

Grammy Award-winning singer-songwriter Miranda Lambert is the reigning four-time CMA and reigning five-time ACM Female Vocalist of the Year. She is the first to win five consecutive ACM trophies for Female Vocalist of the Year. Her new album, Platinum, debuted at #1 on the Billboard Top 200 and at #1 on the Billboard Country Album Chart. Miranda is the first country artist in the 50-year history of the Billboard Country Chart to have each of her first five albums debut at #1. All four of her previous albums have been certified Platinum. In addition, she has 7 #1 singles to her credit. Her Crystal Light Presents "Platinum" Tour kicked off in July.



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SOURCE Kraft Foods Group