Duracell

The Challenge
How to help Duracell break through holiday clutter to communicate its new positioning of storing and releasing energy when you need it most.

The Approach
The Duracell Power Lab in Times Square, an extension of P&G’s Charmin Restrooms, where tourists could pedal energy-generating bikes to light the famous “2011” numbers as the giant ball drops. Celebrity/VIP pedals, countdown press activities and the “big power transfer” were maximized for Duracell visibility that all demonstrated Duracell’s role as a provider of “smart power.”

The Results

• More than 200 media placements – TV, print, online
• Achieved more than 900 million media impressions
• “Endorsements” from celebrity riders (without large talent fees)
• Live on-site tweets and social media interactions resulted in hundreds of fans