New York City’s Central Park wanted to engage a younger, more wired visitor. Young people today spend less time in urban parks and more time being entertained by the Internet and their digital devices. By employing the technology that young people are the most comfortable with, their mobile devices, we used this as a key motivator to re-invent the park experience.
With The World Park, we sought to reposition Central Park as the modern, urban theme park it was once considered and get tourists, both local and international, to re-engage with it by creating an outdoor mobile museum.
Traditional and interactive media let consumers scan our ads with their mobile devices to watch the commercials and discover unknown facts, rare stories, and movie scenes—just as they would at the event. Our Facebook fan page gave people the impression that The World Park event was being run by the Central Park animals--a move which eventually elected a squirrel into office.
The first World Park event opened to the public on Arbor Day weekend 2010. Visitors used their mobile phones to scan custom signage called Parkodes™, QR codes resembling a digital tree, to play the park. Over 50 codes were placed throughout various locations, turning it into an interactive board game. Each sign revealed a question relating to the visitor's exact location. Visitors unlocked park secrets, famous movie scenes, views from the 1800's, and even hunted for a real world Shakespeare in the park.
The World Park gave New York City’s Central Park a voice, a new medium to speak through and created a new way for tourists to interact with this iconic landmark.
Judges start here:Video not playing? Click here.
TV/Online media for The World Park event. Each utilize consumer generated content.
Our print media got consumers to play with our media.
Developed specifically for modern mobile devices.
Digital QR-Code trees representing 4 categories were custom-designed.
A riddle for tech-savvy and curious consumers to reveal.
Event website developed for both smartphones and desktops.
Are the Central Park animals coordinating this event?
The World Park T-shirts Designed by UndoBoy
Green is for The World Park team. White is for the event attendees.
Seed paper invitations asking editors to plant our idea.
A viral story—True? Or not?