MSN recently created a website in conjunction with Sprite — it’s called "The Wall".
Then, MSN hired a Seattle agency known as the Wexley School for Girls to help them launch the website in a loud way, on the ground, guerilla style, in Atlanta where Sprite (aka Coca-Cola) is headquartered.
Wexley held a design contest, received entries from all over, selected 3 winners, created gobo’s with the artwork on them, and "tagged" the city using high-powered light projectors, throwing artwork randomly all over town.
The best projections were at World of Coke and a selection of hits on the sides of huge buildings -- one example was like 80 feet tall, 50 feet of image. Caused a traffic jam. Supported by radio remote, DJ, etc.
The client is now considering rolling it out to different cities - TBD.
Ad agency: Wexley School for Girls