The Brief
Celebrate the Super Bowl in New York with Verizon.
The Idea
To mark Verizon’s sponsorship of Super Bowl XLVIII, we created the first social-media-driven light show on the Empire State Building, powered exclusively by fan tweets.
How It Worked
We initiated daily Twitter conversations asking fans to call the game’s best match-ups — who’d dominate the passing game, own the running game, and win Super Bowl XLVIII. An algorithm tracked the conversation around #WhosGonnaWin each night and turned fans’ predictions into a spectacular light show on the most recognised building in New York City. In one week, more than 475,000 tweets carried the hashtag. The programme generated 157.5 million earned media impressions and became the most successful live Twitter battle in ESPN’s history.
My Role
Reprising an idea we’d already created for EDF during the 2012 Olympics, I adapted it for New York and the Empire State Building.
