Challenge: Build excitement around a new allergy pill. Even though people have a million more interesting things to think about.
Solution: Welcome Spring with a 3-meter touchscreen pinball game. Take over one of the busiest corners in Times Square. And let people liquidate their allergies. We changed the traditional ball into a liquid gel pill and the bumpers into allergens. The pill zips around making a splash every time it hits a bumper. Demonstrating the product benefit: fast relief in a liquid gel.
Results: We averaged more than 1300 game plays a day. Millions checked it out in-person. YouTube, Facebook and Twitter helped spread the word further.