NBC
To prove NBC local sites were the place to go for authentic local knowledge, we threw free underground concerts in New York, LA and Chicago with Common. Fans could only get on the list by proving their local IQ on the sites.
Wild postings directed consumers to the website, where they were faced with challenging puzzles about their city. The first 10 people to pass each day got access to the event, with location and details kept secret until the day of.
To follow up the success of the concerts, we targeted "foodies" with gourmet street carts in New York and Chicago, where celebrity chefs David Chang and Art Smith made free lunch for 200 lucky people. Like the concerts, fans had to prove their localness by solving the puzzles on the sites and the location wasn't revealed until the day of the event.
Wild postings directed consumers to the website, where they were faced with challenging puzzles about their city. The first 10 people to pass each day got access to the event, with location and details kept secret until the day of.
To follow up the success of the concerts, we targeted "foodies" with gourmet street carts in New York and Chicago, where celebrity chefs David Chang and Art Smith made free lunch for 200 lucky people. Like the concerts, fans had to prove their localness by solving the puzzles on the sites and the location wasn't revealed until the day of the event.