• by Joe Mandese  @mp_joemandese, September 3, 2024

To promote Ryan Seacrest's September 9 succession of Pat Sajak as the new co-host of "Wheel of Fortune," Horizon Media on Friday transformed the Santa Monica Pier's iconic ferris wheel into a giant version of the game show's wheel.

The location-based media stunt launched Friday utilizing a new technology to render the ferris wheel as a giant 85-foot version of the game show set piece: a custom mesh screen affixed to the wheel with multiple high-powered laser projectors used to map the content to it.

"This first-to-market technology brings 3D images to life appearing as if they are floating mid-air, creating an unmissable display that is also interactive," the agency said in a statement, adding that the activation was produced by National Experiential, with Horizon acting as media agency of record for CBS Media Ventures.