01 Feb 2015 / brandedcities

Case Study: Orange is the New Black Arrests Passersby in Times Square

Campaign Objective:
Generate excitement and attract new viewers for the 3rd season of Netflix hit series, Orange is the New Black

Created immersive experience where participants posed for mug shots in larger-than-life prayer candles. Photos displayed in Times Square in real-time; OITNB signage ran concurrently in target markets


Key Takeaways:

  • Billboard “mug shots” appearing in Times Square drove social sharing and earned media impressions
  • Having cast members on-site, flanked by a street team bedecked in orange prison garb, helped stir social buzz and the participation of curious on-lookers
  • Winner of “Best Experiential Campaign,”2015 MediaPost Digital Out-of-Home Awards


Source: Clear Channel Outdoor, 2015


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