Dunk Tank
Innovative Brand Activation

Honors:
Best Use of Alternative Tools
The Bees Awards

Best Use of Location Based Integration with Social or Mobile
Media Post DOOH Awards

Bronze Medal
Apex Awards

Silver Medal
AME Awards

Top Creative
B2B's Creative Best Awards

Project Scope/My Role as Creative Director -
Collaborate with team to deliver:
• Social Strategy
• Concept Development
• Video Directing and Production
• User Experience Design
• AR Game Design & Development
• Twitter Application
• Facebook Application
• Social Campaign
• Branded Content
• Street Team Live Launch Event

Backstory:
Clear Channel unleashed the most technologically advanced digital billboard ever in Times Square. It uniquely featured the highest screen fidelity and resolution, connection to servers, access to the Internet, and an HD video camera pointed down on the main plaza in Times Square.

Ironically, Clear Channel discovered that this screen was such a leap forward in technology and creative opportunity, that their clients had no clue how to take advantage of it.

Idea:
Demonstrate the power and full potential of Clear Channel’s sophisticated new Times Square media property with an interactive brand experience called, "Dunk Tank".

Dunk Tank employed social media, augmented reality, and gesture recognition to transform the billboard into an interactive brand experience.

Execution:
Inspired by sensational vaudeville acts, the “Times Square Dunk Tank” launched on Memorial Day Weekend to take advantage of the Holiday crowds.

The activation featured International pinup model and reality TV star Sabina Kelley; live launch event featured a street team complete with a “Carny Barker” who invited locals and tourists alike to step right up and help dunk either the 'Painted Lady' or the 'Strong Man'.

As the crowd voted via Twitter to choose who would get dunked, they saw their tweets broadcast live on the oversized HD screen and worked together to create a dramatic virtual splash.

Impact:
The brand experience ran three times an hour. Over the course of two months we actively engaged 1.6 million people. In social media, we generated over a 1.5 million impressions with zero media dollars spent.