Leading up to the NBA All-Star Game, a digital storefront display in NYC’s Times Square Station hosted a digital arcade-style basketball free throw game. From 1/26 to 2/22, 3,438 consumers competed for the opportunity to win a game of H-O-R-S-E with NBA star Carmelo Anthony.
Kumho Tire is the first-ever official tire partner of the NBA and NBA Development League (NBA D-League) in the U.S. and South Korea. Taking their NBA involvement one step further, Kumho partnered with New York Knick’s star Carmelo Anthony for a new campaign. The campaign focused on consumer content creation with a sweepstakes payoff for a game of H-O-R-S-E with Anthony. Leading up to the NBA All-Star game in NYC, Kumho took over the MTA’s S trains and Times Square Station with static branding from the Carmelo campaign. To enhance the consumer experience, Kumho was looking for an experiential activation within their Times Square station domination that leveraged Anthony and the sweepstakes.
When executing in a transit space, especially a well-trafficked space like Times Square Station, fighting for attention against the noise pollution is tricky. Despite having an A-list athlete to feature, the ambient transit noise was going to drown out the interactive experience. We needed to implement a unique call-to-action that would cut through the clutter and grab consumer attention in a way that felt organic to the experience.
Smashing through the noise pollution, we implemented a solid surface vibration speaker. This speaker allowed us to convert the storefront glass into a high quality speaker solution. Emitting powerful sound and vibrations through the glass cut through the noise and chaos of Times Square Station, drawing plenty of attention to the experience. In this particular instance, we accompanied a glass shattering animation of Carmelo passing a basketball towards pedestrians with a corresponding sound effect.
Over 28 days of activation, 3,438 unique consumer interactions were recorded. Additionally, 629 emails were submitted, yielding an impressive data capture rate of 18.3 percent. The campaign also received significant press attention with 3,646,053 total impressions.
Pearl Media won the DSE 2016 Bronze Apex Award in the Transportation category.