At the NBC Experience Store on Rockefeller Plaza, tourists and New Yorkers compete for prizes, the top prize being $5,000 and a trip to the Top Chef kitchen in Las Vegas. The campaign for Bravo network’s show’s sixth-season premiere asks passersby to play the storefront slots, through their cellphones.
Monster Media created a mock casino display in which two interactive slot machines were placed against eight, LCD wall screens. Pedestrians walk past and activate motion detectors, which trigger the slot machines to light up. Messages on the LCD screens invite users to text the words “Padma” or “Tom,” the names of the Chef hosts, to a specified number. After texting their answers, participants watch the screens spin and hope they spin a winner. If they do, players are notified how to redeem their prizes. All players are entered for a chance to win the $5,000 grand prize and trip to Vegas.
The interactive campaign went live August 10 to the end of the month.