We Hung a Jeep Wrangler in Times Square and Made it Snow

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09 Oct We Hung a Jeep Wrangler in Times Square and Made it Snow

Our team executed an attention-grabbing experience on Times Square to highlight the Rise of the Tomb Raider release. We suspended a Jeep Wrangler against the backdrop of a double-stacked billboard that periodically releases snow, creating “blizzard conditions” over a thirty-foot by fifty-foot area before falling.

Fans can enter to win a new 2016 Jeep Wrangler by sharing the hashtag “#prizeofthetombraider” to social media. The giveaway celebrates twenty years since the first Tomb Raider game was released.

The display has caused countless pedestrians to stop and capture the snowfall on their phones, sharing the storm across social media. You can watch the reactions in this video. We also caught the attention of Adweek, who included it in their editor’s picks, featuring a video of interviews with the execution team.