Clear Channel’s Times Square Dunk Tank Makes Major Impression with Viewers

Clear Channel's Times Square Dunk Tank Amplifies Brand Reach Using Social Media and Gesture-based Interaction

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.

Clear Channel's Times Square Dunk Tank Makes Major Impression with ViewersThe 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.

Clear Channel's Times Square Dunk Tank Makes Major Impression with Viewers

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