TIMES SQUARE DUNK TANK

Project Scope:

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


In 2011, Clear Channel unleashed a technological marvel in Times Square: the world's most advanced digital billboard, boasting unprecedented resolution, internet connectivity, and a live HD video camera pointed down on the main plaza in Times Square. But this leap forward left clients paralyzed, unable to grasp its creative potential.

They turned to us to ignite their imagination. We delivered not just concepts, but a revolution in outdoor advertising. From a dozen groundbreaking ideas, one emerged as the undisputed champion: the Times Square Dunk Tank.

We weren't just building an ad; we were crafting an interactive spectacle. Drawing inspiration from Vaudeville's theatricality, we created a visually dynamic, playful experience that resonated with Times Square's vibrant history.

The audience became the puppeteers, controlling the fate of our Strong Man and Painted Lady characters through live Twitter voting. An Augmented Reality beach ball, responsive to the crowd's motion, became the instrument of their digital dunking. We bridged the gap between digital and physical, transforming a static billboard into a dynamic, participatory event.

This wasn't just advertising; it was a transformative experience that redefined the possibilities of outdoor engagement. We then captured this success in a compelling case study video, arming Clear Channel's sales team with a powerful tool to showcase the billboard's true potential.

We didn't just stop at the billboard; we ignited a social media frenzy. Participants became stars, sharing real-time photos of their dunking triumphs on Facebook, captured by a second camera. We fueled the excitement with a nationwide audition contest, flying the winner to NYC for a live Times Square unveiling. 

The Dunk Tank became a Times Square phenomenon, drawing crowds of up to 500 people, three times an hour. Over the summer, we directly engaged 1.6 million individuals, creating a viral sensation that generated over 1.5 million social media impressions—all without a single dollar spent on paid media. We didn't just create an experience; we created a social media movement.