LG, to make everyday life more fun and exciting, decided to bring a few surprises to the street. They found Juan, a video artist who took his hobby to another level with LG’s portable projectors. Together they surprised and entertained people in ways never expected.
Portable projection as street-level theatre
The mechanism is the point. A small, mobile projector turns almost any surface into a temporary screen, and that mobility lets the experience pop up where people least expect it. Instead of asking people to come to a venue, the “venue” appears around them for a few seconds, then moves on.
In consumer electronics marketing, the fastest way to prove portability is to show the product leaving the living room and creating value in public spaces.
Why it lands
This works because it turns a spec sheet into a story. Brightness and portability are hard to communicate in words, but they become self-evident when a projection transforms a wall, a street corner, or a passing moment into something shareable.
Extractable takeaway: When a product benefit is experiential, demonstrate it through a simple, repeatable scene that makes the benefit visible without explanation.
What LG is really selling here
The film is doing more than showcasing “fun.” It is positioning a portable projector as a creative tool, not just a gadget. That widens the audience beyond home viewing into creators, event moments, and spontaneous social experiences.
What to steal
- Demonstrate the core benefit in the real world. If mobility is the claim, the story needs movement.
- Keep the format lightweight. Short, surprising moments travel better than long, complex narratives in public.
- Use people as the proof layer. Real reactions sell the experience faster than product copy.
- Make surfaces part of the idea. The environment should feel like a collaborator, not a backdrop.
- Design for repeatability. If the concept can happen in many places, it scales as a content engine.
A few fast answers before you act
What is “Beaming Rocket” in one sentence?
It is an LG MiniBeam film built around a video artist who uses a portable projector to create surprising street projections and spontaneous moments for passers-by.
What product truth does the film demonstrate?
Portability and ease of use. The projector can be carried, set up quickly, and used on everyday surfaces without a formal venue.
Why is street projection a strong demo format?
It makes brightness, scale, and immediacy visible in a single scene, and it naturally generates bystander attention and shareable reactions.
What is the main execution risk if you copy this approach?
Weak payoff. If the projected content is not instantly legible or delightful, the “surprise” becomes confusion and people walk on.
What should you measure if you run a similar activation?
Dwell time, crowd build rate, social sharing volume, sentiment, and whether the content creates downstream lift in search or product page visits.