Nothing attracts more attention than bringing the desert to New York City!
ABC’s Expedition Impossible descended upon Times Square's Military Island to create awareness for the premiere of Mark Burnett's most epic competition series since 'Survivor.'
Millions had the chance to get a taste of this television reality format that features teams on an adventure of a lifetime traveling across Morocco solving puzzles, and competing for cash and a Ford Explorer.
This 8-hour branded consumer event provided individuals and teams alike a chance to experience mental challenges and physical adventures in order to push themselves beyond their limits...and win a few prizes along the way.
30’ Coconut Tree Climb
Excavation Challenge, a sand dune dig for jewels and Ford Explorer keys
Moroccan Mind Challenge, cerebral agility test to quickly arrange puzzles
Upon entering the event footprint, consumers received a passport which could be stamped after completing each activation challenge. Branded water bottles were awarded to those with a stamp from each activation (5,000 passports completed).
DESERT GREEN SCREEN
Passersby could bring a bit of the desert home with them by taking a branded photo on The Green Screen complete with various show-related Moroccan themed backgrounds. Participants received a passcode to also download their branded photo with share capabilities. This activity proved popular with a constant line of people (including those willing to stand in 2 hours of rain!).
Brand ambassadors roamed Times Square handing out tune-in postcards to the public while talking up the show and inviting people to the day’s event.
I collaborated with ABC Integrated Ad Sales Marketing to assimilate show sponsor Ford into the event site. With proper permitting, we accomodated a Ford Explorer into the The Excavation Challenge. After consumers found a specific key amongst the jewels buried in the sand dunes, they could honk the horn of the new Ford Explorer for extra fun - a wildly popular activity!
GOOD MORNING AMERICA COVERAGE
In collaboration with a segment producer, I was able to secure this event site as the backdrop to Expedition Impossible Host Dave Salmoni’s interview with Josh Elliott during GMA's live broadcast. Ford was beyond thrilled when the Explorer received national exposure during this interview.
Between 7am-9am, GMA aired numerous segments and B-roll coverage of the event with the entire morning show cast on site. Weatherman Sam Champion even strapped on a harness showing his strength and agility while climbing the coconut tree where he teased an upcoming weather update.
JIMMY KIMMEL SHOOT
Teaming with Jimmy Kimmel Live producers, I orchestrated a film shoot with Guillermo Rodriguez on location during this activation. The on-air segment was featured during opening minutes of Jimmy Kimmel Live and included clips of Guillermo traversing the event site and climbing the coconut tree...in the rain!
A RATINGS SUCCESS!
This Times Square event aided ABC in winning the night in both total viewers (7.05MM) and A18-49 (2.3 rating).