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The idea of launching billboards in the space may seem like a simple marketing gimmick. In January, Astronomy reported a Russian start-up called StartRocket, who wanted to use swarms of mini-satellites called CubeSats to project ads on the night sky from the low Earth orbit. Readers reacted severely to the announcement. Some called it "disgusting". Others have called for a boycott of any company that accepts them.
But the drinks giant, PepsiCo, took the idea seriously, as reported by Futurism. A spokesman for the Russian branch of PepsiCo told Futurism that the company was partnering with StartRocket and could launch an advertisement for their Adrenaline Rush drink as early as 2021. "We believe in the potential of StartRocket," said the spokeswoman. from PepsiCo, Olga Mangova, to Futurism in an email. "Orbital billboards are the revolution in the communications market." StartRocket also claimed to have successfully tested their technology with a weather balloon.
The first story of Futurism was told on Saturday. And on Monday afternoon, PepsiCo was already coming back to what was said in Gizmodo. The beverage maker said that he had partnered with StartRocket for testing, but that it was only a one-off thing.
"We can confirm that StartRocket has conducted an exploratory test of stratosphere ads using the Adrenaline GameChangers logo," said a PepsiCo spokesman in Gizmodo. "It was a punctual event; we do not intend to test or commercially use this technology yet. "
If StartRocket can find an advertiser to follow, the ad itself operates through a chain of synchronized small satellites called CubeSats. Once in position, they deploy reflective Mylar sails that return sunlight to Earth. Depending on their promotional material, the grid could spell words like "KFC" – or in this case, "Pepsi". StartRocket was not immediately accessible for comment.
Space experts have expressed concern that projects of this type could contribute significantly to space debris and light pollution. Astronomer John Barentine, conservation director of the Dark-Sky International Association of Tucson, Arizona, said Astronomy in January, there is a threat to astronomical research in the field. But it also raises the question of who the current audience is.
"Who wants to watch this?" Barentine asked. "I can not imagine that someone in a street-type situation if you ask him if he wants to be confronted with commercials in the night sky would say," Yeah, I think that it is a good idea. "
PepsiCo first told Futurism that its campaign would address "unjustified stereotypes and prejudices against gamblers". It's hard to know how to stigmatize video game enthusiasts and night sky commercials.
Nevertheless, Barentine and other commenting astronomers agreed that advertising in space, such as the StartRocket proposal, was probably imminent. There is no law prohibiting CubeSats from posting messages and the technology already exists to make this possible. If it's not Pepsi, another company with a large marketing budget may want to do something similar.
"I think it's inevitable that someone will do it," Barentine said. "They will take the risk that even a negative reaction from the public always benefits the bottom line."
"There is not much to do other than to scorn companies that could advertise with satellite owners," he said, but he said The International Dark Sky Association, "we will continue to defend a night sky freed from this type of activity and that remains as accessible as possible to all humanity."
He then added, "There is not much that can be done if it is disregarding companies that could advertise with satellite owners," Barentine said. But as for him and the Dark-Sky International Association, "we will continue to be the advocate of a night sky freed from this kind of activity and that remains as accessible as possible to all humanity. "
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