Grand Canyon National Park
Assignment: The enemy of campaign is the screen and the time spent on them.
Strategy: convincing people that there’re lots of things missing in the screen.
Digital banners
Animation
Stilled
Experiential
When you walk in a busy place like the airport, you see a giant white wall with an embedded IPad on it.
What will you do?
You will see a beautiful image with a LIKE button.
Once you click it, the whole image will show up immediately on the wall.
Then, the IPad gives you a one-year free pass to Grand Canyon National Park.
Recap Video
We’re going to use hidden cameras to record:
The busy environment
People find the screen
People click the “LIKE” button
Their reaction to the whole image, like shocking, taking pictures, and sharing.
