- Russian airline S7 used "mind control" in its latest promotional installation dubbed "The Imagination Machine"—developed by Wieden+Kennedy Amsterdam and engineering firm Tellart.
- The Imagination Machine, set up at Moscow’s Afimall City Mall on April 2, utilized electroencephalogram technology to set up a game that allowed participants to virtually fly a plane using just their minds.
- Participants were outfitted with EEG-brainwave headsets and asked to choose a destination. Those who were able to focus enough to fly the virtual plane to the chosen destination won a free trip to the locale.
With all the talk about virtual reality marketing, it still doesn't get any more sci-fi or futuristic than mind control. The implications for reading brainwaves are both exciting and terrifying for marketers—and the world in general. The draw of the technology certainly boosted S7's brand, as the airline's video of the demonstration received nearly 2,000 YouTube views within 24 hours.