HOW IT WORKS: It's a simple camera mount, with a cost ranging from $379 to $449, that can be affixed to any digital camera and shoots hundreds or thousands of simultaneous images. Once the images are downloaded to a computer, software called the "GigaPan stitcher" combines them into a single panoramic image. GigaPan.org is a site where users can host and share their images.
THE MARKETING ANGLE: Recently, Unilever's Axe became the first brand we know of to use this technology for marketing purposes. It worked with Mekanism to create a GigaPan-based prank, where users could insert their friends' photos into a GigaPan image of the infield at the Kentucky Derby doing any number of embarrassing things. (They called it "the biggest face uploader ever created ... shot at one of the dirtiest places on Earth.") Users then send the image to their friends with a message and, upon zooming in to check out the crowd, their friends would stumble upon themselves.
"There are so many face uploaders out there, going back over the past two to three years, we wanted to do something new," said Creative Director Andre Riccardi.