Radio City Music Hall

Overview

Nicknamed the Showplace of the Nation, Radio City Music Hall is the largest indoor theatre in the world. Over 1 million guests visit per year to see a variety of live entertainment including the Rockettes. Their annual Christmas Spectacular show has been held since 1933 but they were unable to perform in 2020 and 2021 due to the pandemic.

Challenge

There are safety concerns in attending public events after COVID-19. Create an intriguing 360 Ad Campaign that will allow the public to get excited about live entertainment in light of the pandemic.

Insights

Due to the pandemic people have been forced to social distance and isolate causing high levels of FOMO and unstable mental health.

It’s a natural desire to want connection; unconsciously or consciously.

Vintage styles are trending right now especially in fashion and furniture, buying vintage also supports local and independent businesses, and is eco friendly.

Solution

“Destination at Dusk” - An AR integrated poster night-time scavenger hunt through NYC leading people to RCMH; people approach the intriguing posters, scan, and through AR on their phone shows path to the next posters (repeat); once completed, all participants will receive a souvenir postcard with a scratch off code to enter for a chance to win tickets to The Rockettes Christmas Spectacular, the first 100 people will also receive access to the exclusive RCMH NYE speakeasy.