Campbell’s Soup: Wisest Kid
Times Square; New York City, NY
Challenge
Create a unique sampling event to kick off Campbell’s “Wisest Kid in the Whole World” campaign that drives social engagement and media impressions.
Approach
Give people the opportunity to have their faces on a giant digital billboard in the middle of Times Square. T(H custom-fabricated a large stage deck that held two larger-than-life Campbell’s soup cans, each housing a custom photo booth inside. Guests could enter the booth, take a photo, and receive a digital version instantly for social sharing. Additionally, consumers were given the opportunity to upload in real-time their custom photo to a massive digital billboard. Celebrity guest appearances, like Ana Ortiz, helped to drive consumer participation and media coverage throughout the day.
