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Project:
To celebrate the launch of M&Ms Dark Chocolate candies, Mars partnered with LucasFilm to bring the magic of Star Wars to the heart of Times Square.
Client:
Mars, Inc., Weber Shandwick Worldwide
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Secure and permit Duffy Square in New York's Times Square |
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Liaison with NYC Parks, NYPD and Times Square Alliance |
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Coordinate the delivery of authentic X-Wing Fighter to event site |
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Audio, staging, signage, tents, stanchions, barricades |
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Manage rehearsal with actors and other talent |
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Coordinate and stage manage live show |
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Consult on editing of audio track with Lucasfilm effects and voiceover |
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Crowd control and on-site event management |
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One authentic X-Wing Fighter placed carefully on an island in the middle of Times Square |
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20'x 30' custom-designed backdrop raised on chain motors during the show's dramatic climax |
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Team of 14 riggers, stagehands and staff for an overnight load-in in the pouring rain |
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Two dozen hot coffees for the crew from the all-night Howard Johnson's on Times Square. |
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Anthony Daniels, the original C-3P0, in costume with Darth Vader, mVader, mObiWan and six Storm Troopers |
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ClearComm stage management communications system, including in-ear monitors for Mr. Daniels and other characters to hear their lines |
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184 million media impressions |
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Dark Chocolate M&M'S were covered on 25 national TV segments on programs including: |
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Entertainment Tonight, The Insider, Access Hollywood, Daily Show (Comedy Central), Best Week Ever (VH1), The Late Late Show with Craig Ferguson, CNN Daybreak, CBS Early Show and MSNBC News Live |
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Gold Ex Award from Event Marketer Magazine |
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"We have some awesome coverage coming in and it's thanks to your hard work on the event. I'll always remember our editing session and the 2:00am X-Wing load-in...with great fondness!" - Senior VP, Weber Shandwick Worldwide |
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