The "Urban Tornado Experience" was created to help the Discovery Channel connect with viewers and promote the newest Storm Chasers Reality TV Series. Pedestrians walking pass the Discovery Channel advertisements found themselves trapped in a tornado stormed city as they looked directly into an interactive screen placed on the side of a building. Passers were encouraged to snap photos of the experience with their cameras and were told to text the images to a distributed number so that it could be shared with others on Facebook. The Experience was set up at two New York Storescape locations and captured great attention. This is truly an innovative promotional campaign that was able to capture the essence of experiential and digital guerrilla marketing strategies combined. [via Mobile Behavior, Raman Media Network & Storm Chasers]
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