Dell asked Candyspace for a dramatic showcase for their new gaming-spec laptop - the Inspiron 15 7000. It needed to coincide with the launch of long-time strategic partner, Sony Pictures' release of Spider-Man Homecoming. How could we bring the iconic superhero to life?
In close collaboration with Dell and their agencies, we created a stunning Digital Out of Home experience in New York’s Times Square. ‘Dell Scramble’ was a game played using a real-time connection between the public’s smartphones and a huge, 150-foot-high, all-glass, building side. This second screen experience contained a queuing system alerting participants to their turn to climb the screen as Spidey - on their own or against other users. A scoreboard showed the quickest times, and at game-end, we offered the chance to win a $100 Dell gift card in a sweepstake.
‘Dell Scramble’ ran over the opening weekend of the movie - with zero down time. Over 3,000 people scrambled as Spider-Man. And times got quicker as the campaign went on, with the fastest time posting an incredible nine seconds to complete the 150-foot Dell Scramble challenge!