2019
Smile Direct Club Lights Up Times Square with Smile!

Opportunity

In fall 2019, the clear aligner’s brand, Smile Direct Club celebrated in Times Square with #smile-powered experiences as their CEO David Katzman and their co-founders, Alex Fenkall and Jordan Katzman rang the Nasdaq Stock Market Opening bell.

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  • Brand Experience
  • Creative

Solution

In this campaign, visitors to Times Square joined the Smile Direct Club #smile-powered campaign literally lit up the ABC Supersign and Nasdaq MarketSite with their smiles. To activate this campaign, Tiger Party implemented facial tracking function into our interactive signage management system, GOTIGER. Through this campaign, passersby stepped up to the smile-direct stage, smiled to the camera, and illuminated the ABC Supersign with their grins. The bigger the smile was, the brighter the billboard became.

Result

This was the first time in Times Square history to power billboards with smiles, and Tiger Party couldn’t be prouder to participate in an innovative activation like this. The #smile-powered experiences not only brought more fun and laughter into Times Square, but also enhanced Smile Direct Club’s brand recognition in a very creative and positive way.

Check out how we helped Smile Direct Club take over Times Square: https://www.youtube.com/watch?v=O1h7pOB6wlY