A&E Launches Interactive Stunt, Sweeps, For Mindfreak Series
In an effort to build buzz around the launch of its new real-life series Criss Angel: Mindfreak, A&E Networks has taken over Grand Central Station’s Vanderbilt Hall in New York City to give consumers a taste of illusionary wonder.
The network teamed up with interactive media company Reactrix Media Systems, Redwood City, CA, to transform a piece of Grand Central Station into a “hall of illusions.” The promotion uses floor displays and theatrical trusses, letting consumers interact with and manipulate the media. Images are projected onto surfaces, which react and move with body movements.
The stunt highlights real-life series, Criss Angel: Mindfreak, which stars master illusionist and magician Criss Angel as he performs death-defying stunts before a live audience. The series premieres July 20 at 10 p.m. ET for a 17-episode run. In the first installment of the show, Angel will attempt to be burned alive and levitate viewers off the street.
The promotion marks the first of its kind at Grand Central, said Stacy Krusch, director of strategic alliances and consumer promotion for A&E Networks. The network kicked off the multi-dimensional promotion July 13 to find an engaging way to promote the show. Consumers can attend the event from 7 a.m. to 8 p.m. through July 20.
“We want to immerse people in the Criss Angel: Mindfreak experience,” Krusch said. “We want to give people a feel for the show. The more you connect connected [consumers] are, the more likely they are to watch the show.”
Street teams seeded lenticular luggage tags branded with the tagline “Don’t believe your eyes” to consumers in high-traffic areas. Street teams will be out in full force on Wednesday, the last day of the promotion and series premiere.
“It’s something people haven’t seen before,” said Bart Wolman, general manager of media for Reatrix. “It’s a mind-blowing experience.”
Civic Entertainment Group, New York City, handles. Print ads, p.r. and banners support.
That’s not all. To further boost the show, A&E is running a secondary stunt featuring Criss Angel in person at Bryant Park in New York City’s midtown, where Angel is attempting his “greatest escape.” In this challenge, Angel must escape from a sealed, airtight capsule in a tank surrounded by 2,000 gallons of water within 33 hours.
The “Oasis” challenge, which began at 8 a.m. yesterday, concludes at 5 p.m. today. A&E is filming the task for inclusion in the Mindfreak series. General Motor’s carmaker Pontiac sponsors the TV series. Pontiac plans to display its Torrent in Bryant Park during the event.
E-mail blasts, Internet materials and p.r. support. Civic Entertainment also handles.
Consumers can win a chance to see Angel perform in Los Angeles as part of a sweepstakes offer with Val-Pak. Viewers can fill out an entry form online at Valpak.com to enter. One grand-prize winner will receive a three-day, two-night trip to Los Angeles to an exclusive Angel performance in November and hotel accommodations. One hundred secondary winners will receive $25 A&E gift certificates.
The A&E Criss Angel: Mindfreak Sweepstakes runs through Aug. 12. The Val-Pak package containing information about the sweepstakes went out to 40 million consumers, Krusch said. Internet materials support.
