As part of Vodafone’s ‘Firsts’ campaign and working alongside Bompas and Parr, we needed deliver a world first around the New Years Eve fireworks celebration in London.
Attendees situated along the River Thames during the 2013 London New Year’s Eve fireworks experienced a total sensory assault with an array of different coloured fireworks matched to fruity flavours. The sky was engulfed with clouds of apple, cherry and strawberry mist, peach snow, ‘floating oranges’ – thousands of enormous bubbles filled with Seville orange flavoured smoke and edible banana confetti. Watch the film here
Over 100,000 people in key viewing areas also received multi-sensory packs featuring scratch and sniff programmes, LED wristbands and seven kinds of fruit-flavoured sweets that related to the tastes and smells of the multi-sensory display. Millions of people around the world watching the spectacle on television could also interact through the free mobile app.
Ex Awards - Best single market event - Gold
The activation received press coverage exceeding 850 articles across 13 Vodafone markets and over 2500 mentions in social media generating 75 million impressions.
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