Empire Pulls Off An Icy Publicity Stunt in Times Square to promote Ice Age DVD Release
In order to generate press and create excitement surrounding the DVD release of their hit feature film, "Ice Age," 20th Century Fox asked Empire to come up with an idea for a press stunt that would draw lots of media attention. In order to achieve this goal, Empire conceived of and produced an ice sculpting performance that took place on a stage on the sidewalk in front of Toys "R" Us Times Square. The feature of this show was a 16' tall Geoffrey the giraffe made of ice surrounded by sculptures of the other characters from the film. Empire brought in world-renowned ice sculpture team "Fear No Ice" to deliver the live ice sculpting performance. Lighting and fog effects were used to enhance the atmosphere and draw more attention to the show. Background music consisted of a compilation of thematic songs including "Ice Ice Baby," "Cold and Ice" and "freeze frame." The atmosphere was further enhanced by the live walk-around characters from the film who interacted and posed for photos with guests. At the completion of the show, the world premiere of "Scrat's" Missing adventure," a short film that is available exclusively on DVD and home video was broadcast over the Jumbo "Geoffrey-tron" and was introduced by Denis Leary who was the voice of Diego, "Ice Age's" devilish saber-toothed tiger.Ther event was widely covered by both electronic and print media.
Guests received their first taste of technological innovation at registration, where they were welcomed by name on a reactive LED screen installation covering the full width of the entry wall. A large lunch café was created with a décor scheme that incorporated custom-built, ceiling-high steel LED frames draped with foliage to create smaller, intimate restaurant-style spaces that displayed both technology and nature.
A series of breakout sessions presented content targeted to attendees’ varied interests, while imagery displayed throughout the venue showcased real-life applications of how products designed to empower developers help to unleash the power of data and reimagine possibilities that will improve our world.
Every element of Microsoft Connect(); from registration, breakfast and keynote, to lunch and evening cocktails, were custom-designed to communicate exacting brand messaging and to deliver a high-touch guest experience to this important audience. The keynote and breakout sessions were livestreamed through an onsite studio built for this purpose and content was watched online by millions around the world.
Empire is proud to collaborate with Microsoft on this annual, top-tier business communication event.
To view excerpts of Connect(); 2017, please visit https://www.microsoft.com/connectevent
