Viral Stunt in Times Square Featuring Acrobatic Group AntiGravity

When one of the world's leading technology companies formulated their plan to launch a ground-breaking new innovation, they made the decision to use a viral stunt as a means of drawing buzz to the product.The client selected a global marketing agency, who in turn partnered with Empire to produce a unique three day, live entertainment stunt that would generate substantial attention and buzz both where the stunt took place as well as online and in the viral cloud.

In order to achieve maximum visibility for consumer reach, they targeted the most highly trafficked location in New York City - Times Square. At the crossroads of New York City, the live stunts would be seen daily by a substantial number of the 1.5 million locals and tourists that cross Times Square's daily path. With the launch of the new and revolutionary technology, it was essential to create an experience to match the energy of the product – an energy that would match the buzzing backdrop of New York City and the commotion of billboards, brands and lights that mark Times Square. To accomplish this Empire secured innovative acrobatic and aerial troupe, Antigravity®, to present an entertainment-driven and high-flying choreographed experience that delivered product messaging and a physical representation of it's functionality. This creative was based on a conceptual storyboard developed by the marketing agency & Empire.

Empire worked within a month timeframe to bring an original concept to life. Antigravity®, with a notable roster of world-renowned acrobatic competitors, former Olympic athletes and Broadway performers, showcased their talents within a 10 minute high-energy performance, choreographed to original music, created and licensed specifically by Empire for this event.To achieve maximum impact, it was decided that the original performance would be repeated four times throughout the day, at critical high-traffic points, on three consecutive days – Friday thru Sunday.

The team of 32 performers, which also included some of the Radio City Music Hall Rockettes, were dressed in sleek, branded racer-like costumes. Each performance began with the cast separated into four separate groups. Each group of eight performers entered Times Square from a four block radius in order to build buzz and draw audience from afar. After five minutes of pre-show the four groups converged on Duffy Square island (where the TKTS booth is located) bringing together a momentous crowd. As the multitude of onlookers and tourists steadied their cameras for a free show, Antigravity® kicked into high gear and delivered a ten minute performance that included Rockettes-type choreography, extreme acrobatics, contortion, tumbling breakdancing, cyre wheel and other Antigravity specialties. One of the unique features of this performance was the use of performers to create a 16' wide X 9' high ‘living billboard' that displayed a series of advertising images and functionality demonstrations as the performers exchanged and flipped cards to create image after image. After the final image, the boards and performers pulled apart to expose an open stage area that transitioned into the famous finale of the Antigravity® Jumping Boots, which catapulted performers fifteen feet in the air into dynamic tumbling sequences. The audience was left speechless and met the performances with rousing applause as they rushed to meet and take photographs with the performers post event.

To support the promotion and drive product trials, street teams were on site directly after the acrobatic stunt as well as on surrounding NYC blocks to provide hands on experience with the product. The demonstrated technologies were preloaded with candid photographs and videos of the Antigravity® team rehearsing the routines, captured by Empire in the week leading up to the event.The stunt performance live entertainment event was part of an even larger brand marketing campaign where billboards, wrapped New York City buildings and busses, and store product launches covered the city landscape. Empire photographers and videographers documented all coverage as well as footage of the Antigravity performance in Times Square to create a viral video that was posted on the first day of the performances. A variety of partners provided other essential support for this program including permits for the event.

Close partnership by the Times Square Alliance and local NYC police precinct were also essential in delivering the successful events. Empire Entertainment served as event producer, helped develop the creative concept, coordinated and managed production and logistics elements, secured the talent, created all original props and placards, licensed the original music, directed the creation of costumes and choreography, provided security, production, videotaping and photography and created and edited the viral video.

Empire Entertainment is a leading producer of unique, dynamic event and street marketing initiatives and creative launch events.