The Times Square Dunk Tank, the product of a collaboration between Clear Channel Spectacolor and JUXT Interactive, has been entertaining hundreds of visitors every hour since Memorial Day Weekend, but there are changes afoot. One of the main components of the experience revolved around a contest aimed at finding new talent to replace the current face of the project, pin-up model and Oxygen TV’s Best Ink star Sabina Kelley. Judging duties were performed by Clear Channel, JUXT Interactive and Ms. Kelley herself who, after poring through numerous entertaining and talented entrants—including a self-proclaimed “merclown” (half mermaid half clown)—found a new star in Garden Grove, California’s Amanda Shaw. Amanda had this to say about her win: “This is a wonderful opportunity and I am so glad to take part in it!” The student and model will be able to add “Dunk Tank star” to her resume when she makes her debut on the giant screen during Labor Day Weekend. Introduced to the world on Memorial Day Weekend 2012, the “Times Square Dunk Tank” has already made a major impression on visitors. Players vote for who they want to see dunked by tweeting either #DunkGirl or #DunkGuy, and watch as their tweets are broadcast on the oversized HD screen. Once the votes are tallied and a dunk winner/victim chosen, he or she awaits atop the dunk plank as the crowd slaps, bumps and bats a floating virtual ball until it finds its way to the target and sends the dunkee into a gleaming pool. The Dunk Tank billboard is the latest, most advanced demonstration to date of how billboards are interacting with social media and using gesture recognition innovations to transform the medium into a new form of advertainment. JUXT, based in Newport Beach, California, concepted, designed, and developed the experience, leveraging OpenFrameworks, OpenCV, real-time Twitter integration, and a Facebook-based photo retrieval system to bring new meaning to the word immersive.
“JUXT did an amazing job showcasing the power of crowd-based entertainment fueled by Clear Channel Spectacolor’s unique technology”, said Mike McGraw, VP of Creative for Clear Channel Spectacolor. “This has really spurred some exciting creative discussions with our advertisers, and we look forward to some ground-breaking executions in the near future,” McGraw continued.View a case study video of the experience here: https://vimeo.com/44286220 About Clear Channel Spectacolor Clear Channel Spectacolor is the US market leader in spectacular sign displays and a division of one of the world’s leading outdoor advertising company, Clear Channel Outdoor (NYSE: CCO), which has close to one million displays in over 50 countries across 5 continents. Offering innovative out-of-home marketing resources in major pedestrian destinations such as Times Square and The Las Vegas Strip, Clear Channel Spectacolor’s inventory includes: spectacular billboards, time-based video screens, wallscapes, sky murals, unique ad panels and experiential marketing events. In-house creative services and start-to-finish project management assist marketers in producing high-impact executions for a growing on-the-go audience. Spectacolor was established in 1976. More information may be found by visiting www.clearchannelspectacolor.com About JUXT Interactive JUXT Interactive ( www.juxtinteractive.com) is an award-winning interactive design agency with offices in San Francisco and Newport Beach. With a commitment to human engagement, JUXT partners with business leaders to design and develop groundbreaking, cross-platform solutions to meet the ever-increasing demands of the marketplace and digital culture. JUXT is a part of Project: WorldWide, the leading independent engagement marketing agency holding company ( www.project.com).