Agency: JUXT, San Francisco
Campaign name: “Times Square Dunk Tank”
Launch date: June 2012
Why we liked it: It isn't easy breaking through the clutter in Times Square, one of the word's most ad-intensive locations. But Clear Channel did just that with a virtual carnival-style dunk tank to demonstrate the power of its giant Spectacolor digital outdoor media display to turn passive audiences into engaged audiences. With high-definition cameras trained on the audience in Times Square and using gesture recognition and voting via Twitter, the crowd was able to push a virtual beach ball toward a target that plunged either “The Painted Lady” or a carnival strongman into a tank of water. It all played out live on the big screen. The crowd loved it, and so did we. This was a remarkable combination of technology, creativity and social media.