Objective: Create an Interactive Mobile Exhibit to promote Food Network’s Cutthroat Kitchen series at the DIRECTTV Super Fan Festival
Experiential Efforts: B-2-C, Sponsorship Activation, Buzz-WOM
Social Fun and Fortune
Alton Brown
Solution: At DIRECTTV’s Super Fan Festival leading up to Super Bowl XL!X, LeadDog Marketing Partners tasked Turtle Transit to build-out an interactive mobile exhibit for the popular Food Network Series, Cutthroat Kitchen, the Outdoor exhibit was built to replicate a larger-than-life briefcase, inspired by TV host Alton Brown’s briefcase full of case featured on the show. The giant briefcase was transformed into a fully functioning cash cube, which showcased thousands of Alton Brown bills worth special prizes for those lucky to participate inside the Cash Catch activation.
Cutthroat Cash
Each consumer selected to enter the giant briefcase had the chance to win up to $100 of flying cash in 30 seconds while battling a challenge from the spinning “Sabotage” Wheel, such as wearing lobster claws, eye patches and football gear. the lucky consumer to collect the most cash won two VIP tickets to DIRECTTV’s Super Saturday Night party and concert featuring Rihanna. Turtle Transit manufactured the outdoor exhibit to be lightweight and modular. The structure of the exhibit featured large scales glass windows to drive participation and engage attendee passerby at the festival. The interior was engineered with a full electric system designed to power under floor exhaust fans that blew the Alton Brown bills inside the briefcase at high variable speeds. An overhead countdown clock above the briefcase displayed the participants time so that festival attendees could observe the cash cube activation from afar.
Catching Money
