Clear Channel’s Times Square Dunk Tank Amplifies Brand Reach Using Social Media and Gesture-based Interaction
NEW YORK, NY — Clear Channel’s Times Square Dunk Tank was an outdoor digital billboard event designed to showcase how digital billboards can amplify a brands reach by combining experiential advertising campaigns with social media and advanced interactive technologies such as gesture-based image recognition. The concept was developed as part of a collaboration between Clear Channel Spectacolor and JUXT Interactive, a San Francisco-based interactive design agency, to demonstrate to advertisers how advanced Clear Channel’s products and services are and show how effective experiential marketing can be for brands.
The Dunk Tank concept encouraged the audience in New York’s Times Square to vote using their smartphones for which character they wanted to see dunked in the tank — a strong man or a tattooed lady — whose fates were placed in the hands of the audience by either tweeting #DunkGirl or #DunkGuy. JUXT Interactive’s social media integration included a real-time Twitter feed and a Facebook-based photo retrieval system that automatically updated on Channel Spectacolor’s digital billboard. Once all the votes were tallied, the strong man or the tattooed lady positioned themselves on the dunk plank to await their fate. Through the billboard’s advanced gesture-based image recognition system, the crowds were then encouraged to use their arms to bat and slap away at a virtual floating ball to steer it toward a target sending the dunkee into the pool.
The Times Square Dunk Tank went live last Memorial Day Weekend 2012 and played throughout the summer to large crowds in New York’s Times Square. The Dunk Tank experience also traveled beyond New York through a Facebook contest, calling on participants nationwide to compete for a chance to get “dunked” on the big screen in Times Square over Labor Day weekend with the winner being announced to the world.
Clear Channel’s Times Square Dunk Tank concept averaged more than 18,000 active participants daily with a total of more than 1,620,000 over a 3 month period. There was an estimated 1,500,000 social media impressions across Facebook, Twitter and Instagram. Clear Channel’s Times Square Dunk Tank won a Bonze Medal in the Public Spaces category at Digital Signage Expo’s 2013 Apex Awards.
The DOOH Ad Network Locator is designed to help media buyers, planner and strategists identify digital place-based advertising networks by location, venue type, demographics and reach. There are 160 advertising-based networks organized by country. The United States is organized by venue type as it has the broadest range of venue categories, with the greatest number of ad-based networks operating within each category.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place Based (DPB) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Digital place-based screens can be found in locations that include transportation hubs such as airports, railway and bus terminals; executive networks in office-building lobbies and elevators. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more.