ADK America, the agency for Toshiba, engaged our team to design and execute a photo interactive during the 2009-2010 New Year's Eve Celebration in Times Square.
The idea was to engage the brand with the audience in a fun way giving each participant a way to have their “15 minutes of fame” during the broadcast seen around the world!
We hired renowned photographer Peter Hurley to shoot each participant wearing a Toshiba photo number which was then transmitted to the Toshiba Vision dual signs on top of One Times Square underneath the Times Square Ball!
Each photo was automatically composited into an actual picture of the event and the participant was directed to the Toshiba Vision website to retrieve their photo. Simultaneously this was being broadcast on the official Times Square 2010 internet show where viewers had a chance to win Toshiba products throughout the night.
We produced the entire promotion including creating custom software to display and composite the photos on the signs and the internet.
The promotion was deemed a big success with hundreds of photos processed in a short window, driving more numbers to the official website, where take-aways further enforced the brand message.
