2021: Year in Review!
As we are getting ready to wave the year goodbye, we have compiled a list of big events for our company that took place in Times Square in 2021,
including some of the historical moments that we have been through and witnessed together and some of our favorite campaigns.
1. The (first-ever) virtual Countdown in history on 12/31/2020
This year, due to COVID-19 restrictions, the crowds were not allowed to gather for the ball drop.
Only a select group of frontline and essential workers were allowed to enter Times Square on New Year’s Eve, including Tiger Party’s production team. On the event day, we successfully executed the first billboard interview with the host, Ryan Secrest, and the interviewee, President Biden.
2. Big Live Campaign
Live streaming apps have become a new way for younger generations to connect during the pandemic while social distancing should be practiced.
Bigo Live, one of the most fast-growing streaming app, with active users and broadcasters from 150+ countries, came to Times Square to warm up for their Annual Awards Gala and show their appreciation to their broadcasters and their fans for their support. Tiger Party and Bigo teamed up and synchronized multiple major billboards and took over Times Square.
3. TSQ Reopens & On Air with Rafale
Times Square has been so quiet and empty for more than a year. Therefore, our CEO, Rafale Chang, decided to start his own podcast channel to report, share and discuss observations, past projects and insights with other industry professionals. The podcast “On Air with Rafale” updates bi-weekly and has interviewed 10 (and counting on!) professionals from now. With more people getting vaccinated and the number of positive cases dropping, Times Square reopened in May 2021 and businesses with the economic reboost in 2021 & hopefully 2022, advertisements are selling sooner than ever, as “more brands are looking to innovate, and I think this is just the beginning of it.” one of our interviewees, Chris Mackinnon, Director of Operations at BCN Visuals shared in our latest episode. We are seeing more different kinds of clients coming into Times Square this year, for instance, we are seeing a lot more block chain and crypto clients making their Times Square debuts on the billboards.
4. KIA Motor EV6 Activation
As the first big on-site event to take place after the reopening of NYC and Times Square, KIA Motor’s electric car campaign drew huge attention. KIA took over Times Square’s billboards to introduce their new electric car model, the EV6. “To have the chance to completely take over all those screens with our custom content was really a unique experience.” says Troy Fujimura, Head of Design and Technology at Centerstage Productions who acted as the project’s Screens Technical Producer.
5. Times Square Wheel (ferris wheel)
The Times Square wheel is a once-in-a-life-time, special ferris wheel ride located in the heart of Times Square for a limited time only. “The Times Square Wheel is destined to be the world’s #1 attraction for selfies” and successfully attracted over 3000 daily visitors daily.
6. Broadway Returns
Curtains up, the Broadway shows are back from their longest recession in history. Broadway’s return marks an important milestone of NYC & Times Square’s reopening. The returning process was long and heavily planned, but now the wait is over and the reopening has been triumphant.
7. Attention to all the Fashion Enthusiasts
IIn Fall 2019, we teamed up with Golden Goose and took over Times Square by live-streaming flash-mob dance for their new line. This fall season, we are happy to see Times Square has become a Fashion “it place” for high fashion & luxury brands to showcase their amazing statement pieces.
This fall season, we welcomed more fashion brands Including Alexander McQueen, Fendi, Bottega Veneta, and Tiffany into Times Square. The campaigns have synchronized and taken over more than 40 billboards in Times Square. To create more engagement with Alexander McQueen’s potential customers over the globe, we live-streamed their 2022SS Show in London on the ABC Supersign in Times Square with our no-latency guaranteed streaming technology for Times Square visitors to participate in this show virtually.
8. Countdown to 2022
A year has passed and here we are again, counting down to the New Year.
In the past 11 consecutive years, Tiger Party has been the designated technical team for the iconic Times Square New Year Ball Drop, and this year is no exception.
With Times Square’s big comeback, as well as Dick Clark’s Rockin’ Eve Show’s 50th anniversary, more fun and interactive content are scheduled to celebrate 2022.
According to MAGNA, US ad sales is forecasted to grow 12 percent and hit a historical high at $300 billion. With an economic reboost and business normalization, we are very optimistic about the DOOH market in the coming year, and the Tiger Party Team will be introducing a new product in 2022.