Putting the audience centre stage in Times Square
Shell was looking to create a complete take over of Times Square in New York to promote its V-Power Nitro+ brand. Partner agency JWT designed an experiential event featuring car partners Ferrari and BMW, along with a giant gas station erected right in the middle of Times Square. To further engage visitors, Shell and JWT briefed Candyspace to devise a digital out-of-home experience that would make participants the centre of attention and create shareable content for the brand.
We created a photo booth experience which put visitors at the centre of the event, and on a high profile digital screen in Times Square.Visitors stood in front of a Shell branded background, and trained brand ambassadors snapped their picture.The photo was then immediately sent via wifi to a second brand ambassador’s connected iPad allowing for a fast flow of traffic through the experience.The visitor then provided a quick approval and email address, and the photo was sent simultaneously to the big screen and their email address for sharing.
The campaign was highly successful, with over 600 photos taken and a photo being pushed live on the DOOH screen every 60 seconds of the one-day campaign. Not only was it a major success with the general public but also with the global Shell team who attended the event. Visitors were thrilled to see their face on the big screen in iconic Times Square,and many snapped a picture to share with friends and family on their various social networks, extending the campaign far beyond Times Square.
The shell photo experience showed how crafted execution coupled with digital screens can really excite people.