By: Mindy Chung   

The word ‘graffiti’ often brings up negative connotations. It conjures up images of delinquent adolescents in oversized sweaters defiling otherwise unblemished walls. However, with the ever-changing world of technology, the meaning behind the word is evolving as well. With the help of virtual reality, graffiti doesn’t have to involve an ordinary spray paint can, a wall and the cover of twilight. Instead, artists can use digital spray paint cans that “spray” infrared lights onto digital walls. These lights have a full color range allowing the user to paint without limitations. The process is relatively intuitive making it an experience that can be enjoyed by just about anyone. With the help of mixed media such as nozzles, drips, and stencils, it’s virtually as close as one can get to the real deal.

These walls are “hi-tech, high impact and engaging — something that will be remembered…blogged about and tweeted about for months.” For this reason, tech graffiti isn’t just a means of having fun or reveling in your inner rebel. It’s a great outlet for creativity without the mess or toxic fumes.

Graffiti walls are popping up at events, trade shows, brand promotions, and much more because of their tendency to captivate crowds and get people talking. The ability to save creations makes it super easy to post to social media platforms and email or print images to family and friends. For these reasons it is an effective means of sending messages and bringing awareness to certain topics.

In 2014 Coca-Cola was the official Tour partner of FIFA. To promote their CokeZone website, they wanted to increase brand and product interaction. To do this they utilized a digital spray paint wall to get people involved in their campaign. Participants were able to create product designs with the help of football and World Cup stencils. The designs were then printed onto branded photos for participants to keep as souvenirs with a call to action to share their photos on their website and on social media.