The Russian branch of PepsiCo has partnered with start-up startup StartRocket to create the first “orbital” commercial, Futurism reveals.
Will the sky soon be invaded by artificial advertising? In January 2019, the Russian start-up StartRocket has positioned itself as the pioneer of a technology capable of projecting a message visible to all from the ground. The announcement of the young company surprised everyone and raised questions. This week, PepsiCo announced on the Futurism website by the voice of its Russian spokesperson Olga Mangova that an advertising campaign using the skills of the start-up would see the day, the multinational becoming the first customer of StarRocket.
This will be used to promote his Adrenaline Rush energy drink. “We believe in the potential of StartRocket,” said the company. “Orbital billboards are the revolution in the communications market. That’s why we accepted this partnership, “she adds. The first “orbital” ads are not expected until 2021. But StartRocket will test the technology in the summer of 2019.
Technology and legal framework
StartRocket’s technology is based on a series of nano-satellites dubbed CubeSats and launched into space. The machines, located in the low orbit between 400 and 500 kilometers of altitude, reflect sunlight and project shapes in the sky as an artificial constellation, forming a message.
This world-first raises several questions. What will happen if the advertising projected in the sky were to become democratized? The number of satellites in orbit could explode, while it is already high. According to UCS (Union of Concerned Scientists) data, 1,419 functioning satellites were in orbit around the Earth in 2016. And in total, no less than 21,000 objects, including satellites, would be in orbit around the Earth. The United States, China, and Russia are among the top 3 nations with the most gear in the world.
In addition, will the advertisements projected in the sky be imposed on those who will simply want to look at the stars? And if advertising is visible from several countries, how does PepsiCo get along with governments? So many questions that still need to be clarified.