A creative technology solution delivering instant satisfaction
Dell’s new gaming-spec laptop - the Inspiron 15 7000, is a powerful tech monster delivering super fast gaming and high resolution graphics bringing instant live web gaming to a wider audience. The challenge was to showcase the power of the laptop and highlight the release of Spider-Man Homecoming from Dell’s strategic partner Sony Pictures. We set out to find the sweetspot where the business demand for a showpiece event at scale to create maximum noise, met their customers’ need to understand the hardware.. and have deep engagement with the brand.
BUSINESS NEED
A showpiece event at scale to create maximum noise
CUSTOMER DEMAND
Understand the power of the product, while having fun
Showpiece event at scale
HERE ARE THE RESULTS
150
Foot high
3,000
People scrambled
An iconic show piece in an iconic location
In close collaboration with Dell and their agencies, we created a stunning Digital Out of Home experience in New York’s Times Square. ‘Dell Scramble’ was a game played using a real-time connection between the public’s smartphones and a huge, 150-foot-high, all-glass, building side. Zero latency ensures instant satisfaction delivering against the product promise.
This second screen experience contained a queuing system alerting participants to their turn to climb the screen as Spidey - on their own or against other users. A scoreboard showed the quickest times, and at game-end, we offered the chance to win a $100 Dell gift card in a sweepstake.
We were looking for something that was unique and big and Candyspace delivered on both
Satisfaction for brand and customers alike
‘Dell Scramble’ ran over the opening weekend of the movie - with zero down time. Over 3,000 people scrambled as Spider-Man. And times got quicker as the campaign went on, with the fastest time posting an incredible nine seconds to complete the 150-foot Dell Scramble challenge! Those participating, along with the overseeing Dell team were in no doubt that we had found the sweetspot.
