MasterClass
Sunset Strip Spectacular Amplifies Social Media
Objective
Streaming is bigger than ever, and with MasterClass continually rolling out new content from top talent across the globe, they wanted to make a major statement with their Out-of-Home media. Securing a high-profile placement in a prominent area of Los Angeles was key, being the entertainment hub of the US, and Sunset BLVD. quickly became the ideal location for a buzz-worthy execution.
Activation
Project X in partnership with Exverus Media, worked closely to find an illuminated, highly visible placement on Sunset BLVD. Each potential location was audited/analyzed for view-ability (day & night) build-out/extension restrictions, power/electricity capabilities, and numerous other variables. Once the location/placement was secured, the brainstorming began including creative agency partner Anomaly, with the goal of activating some eye-catching creative installations, creating buzz about lessons from 100+ of the world’s best minds, from Tony Hawk to Alicia Keys. From the custom fabrication of a neon sign sitting on top of the billboard to extensions of Tony Hawk skateboarding off the bulletin onto the Sunset Strip, the executions this collective brought to life were nothing short of amazing.
Results
The impact of MasterClass’s presence on Sunset BLVD. was felt immediately and showcased (12) different creative executions over the course of (8) months. With the custom neon sign accents being changeable, the RGB LED lights allowed us to adjust the color of the light based on the creative execution. Garnering even more attention than the lights, featured celebrities are constantly taking “selfies” in front of the board and posting them on their social media bringing even more attention to this high-profile billboard. Additionally, we were able to secure bonus space on the backside of the billboard for added exposure, specifically during the MasterClass rebrand which went live in October 2020.
