Large public events are always a great time to show off your product and get your brand name into the public eye, and Philips Lighting, Duracell and Charmin are using the Times Square New Year’s Eve Ball Drop to their advantage by sponsoring various parts of the festivities.
First, Philips Lighting helped to revamp the Ball for 2009, doubling the size of previous Balls and creating a new Ball that weighs in at 11,875 pounds. The 12-foot geodesic sphere is covered in 2,668 Waterford Crystals and powered by 32,256 Philips Luxeon Rebel LED lights. The end result is a Ball that is capable of creating a palette of more than 16 million vibrant colors and billions of patterns that will definitely be tough to miss.
In addition, the Philips technology that’s powering the Ball is greener than ever before. According to Philips, even though the Ball contains more than three times the number of LEDs used in last year’s Ball, the solid state lighting technology that’s being used to light this year’s Ball results in an astounding increase in impact and color capabilities, while being 10-20% more energy efficient than last year’s already energy-efficient Ball. In fact, Philips claims that despite being a central focus of the entire Times Square New Year’s Eve party, the Ball consumes about the same amount of energy per hour as it would take to operate two traditional home ovens.
Second, once the Ball finishes its drop, Duracell’s battery technology will kick in to power the 2009 sign that will signify the arrival of the New Year. Just powering the sign with batteries doesn’t send much of a message though, so Duracell is bringing the power to the people in 2009 by lighting the sign with energy generated through human pedal power.
Inside of what they call the Power Lodge, Duracell has set up a fleet of ‘snowmobikes’ that visitors can pedal to capture and store energy using rotary technology, and each snowmobike feeds into giant Duracell batteries that then ‘store’ the energy needed to light the sign.
“We estimate our goal is to get 230 hours of people doing the cycle over the course of December and then we will have enough charge in the batteries for at least 10 to 15 minutes during the live telecast.” said Kurt Iverson, spokesman for Duracell.
When all was said and done, it took 137,228 people to generate enough pedal power to light up the 608 halogen bulbs that make up the sign, as it will require 7.25 kilowatt-hours of electricity after the famous ball drop. (For comparison, in 2006, the average residence in the United States consumed 920 kilowatt-hours per month.)
As with any good publicity stunt, Duracell also brought in a number of celebrities to pedal some power into the campaign, including supermodel Gisele Bundchen, entertainment legend Liza Minnelli, news anchor Katie Couric, musicians Nick Lachey, Leona Lewis, Brandy, Sean Paul, Lady GaGa, Ne-Yo and Natasha Bedingfield, actors Peter Facinelli and Michael Urie, the cast of the New Electric Company, and “Project Runway” winner Christian Siriano.
In addition to powering the sign, Duracell is also helping tourists and revelers to ‘recharge’ with the Duracell Recharge Rest Stop, a part of the Power Lodge that allows anyone to plug-in and charge their personal entertainment and digital devices – including digital cameras, cell phones, BlackBerrys, iPods, MP3 players and gaming devices – at Duracell Power Stations.
“Times Square visitors are learning that Duracell is here to serve their personal power needs to keep their devices juiced up — even when a power outlet is nowhere to be found,” said Craig Bida, Duracell brand manager. “People depend on their mobile devices today like never before, and Duracell is making it easier to keep things powered up anytime and anywhere.”
Lastly, Charmin will be the toilet paper of choice at the third annual Charmin Restrooms in Times Square. The Restrooms, which sit directly below the Duracell Power Lodge, give tourists and New Yorkers alike a bit of ‘relief’ with the ultimate bathroom experience, and sit right on Times Square as a special holiday gift from Charmin.
Not one to pass up a good celebrity publicity stunt either, Charmin brought in Joey Fatone as the ‘King of the Throne’, and he christened the ‘Luxurious Loos’ with a ceremonial ‘First Flush’.
Together, Philips Lighting, Duracell and Charmin are creating a clean and green New Year’s celebration for 2009 that has earned them plenty of publicity, and a well-deserved ‘Thank You’ from the city of New York.
- Sponsoring a huge event results in tons of press coverage.
- Consumers get a chance to experience your product first hand.
- Symbolic products highlight the features and benefits of your main product line.
- Green technology taps into a current trend and consumer concern.
- Sponsored products are seen by millions through television coverage of the event.
- High cost of sponsorship brings the return on investment down.
- Sponsoring pieces and parts of a large event keeps sponsorship costs down while still allowing consumers to see and interact with your products on a large scale.