TNT Promotes ‘Perception’ With Electromagnetic Dot Display Window

TNT Perception - Electromagnetic Dot Display

Electromagnetic dot displays (aka flip-disc display, flip-dot displays) may be best known for being used on the arrival/departure boards at bus stations, airports and scoreboards. A sign can be made up of hundreds (or thousands) of individual two-sided magnetized discs. One side of the disc is usually black and the other side is a bright colour such as white or fluorescent green. When a current is sent through the closely coupled electromagnetic coil the disc will flip to one side, it remains in that position the current is reversed through the coil flipping the disc to the opposite side.

Brooklyn-based digital shop Breakfast leveraged electromagnetic dot display to create an interactive display to promote the new TNT drama ‘Perception’ starring Eric McCormack. McCormack’s character, Dr. Daniel Pierce is an eccentric neuro-scientist who assists the FBI in cases that include anagrams (are there a lot of those?).

Breakfast used the idea of anagram-solving and filled the sign with what appear to be hundreds of random words. The sign made up of 40,000 individual discs was programmed to spin from black to white 15 times faster than they were designed. As people walked past the sign the words would fall away revealing a hidden phrase.

The window display will in place at 32nd St. and 6th Ave., New York until July 29th.


TNT Stuns Quiet Belgian Town With ‘Dramatic’ Launch Promotion

TNT Benelux - Push to Add DramaDo Belgians need more action and drama in their lives? Beyond the tasty waffles, chocolate and beer, we should remember that Belgium is also home to ‘The Muscles from Brussels’ himself, action star, Jean Claude Van Damme.

Mr. Van Damme aside, Turner Broadcasting has graciously stepped in to ‘increase’ the drama and action in the lives of Belgians (at least on their TVs) with the launch of TNT Benelux.

To promote the launch of the new channel, TNT placed to a large red button in the middle of a quiet town square. Above it hung a sign that read “Push to add drama”. Once the button gets pressed, all hell breaks loose. As residents watched in shock (or is that confusion?), a bumbling ambulance crew drop their patient out of the back of the vehicle, triggering a bicycle accident, fight and then gun battle. And, don’t look at me, I have no idea how the motorcyclist in red lingerie or the football players fit into it all.

The video has definitely caught the imagination of people with over 6.5 million views on YouTube in less than 2 days.

The agency behind the campaign is Duval Guilamne. The same agency was behind the stunt for Carlsberg Beer where unsuspecting couples were directed into a biker-filled movie theatre.