To promote its "WOW" mascara, P&G's Olay skincare brand has developed a Facebook app, Wow Eyes, where people can upload photos of their own made-up eyes. Their photo will then be displayed on a giant billboard in Times Square for 15 seconds. Each participant gets a photo of their eye on the billboard, which they can then share with social media friends. The app was developed by Saatchi NY.
Jack Neff on 01.27.2015