Project Spotlight: Gatorade x Josh Allen Buffalo Special Build 225’ x 160’
In this unique special build, we were tasked—on extremely short notice—with delivering an ultra-large-format media installation in a market where this type of media inventory is virtually nonexistent. The solution was nothing short of monumental: transforming the iconic and imposing Statler Hotel in Buffalo, NY, into a temporary, larger-than-life advertising canvas.
The Challenge:
The Statler Hotel, standing 225 feet tall and 160 feet wide, presented significant logistical and engineering hurdles. Situated right on Lake Erie, the location is notorious for extreme winds, which added complexity to an already ambitious project. Additionally, the entire design and execution needed to be completed for just a 30-day campaign run.
The Execution:
We created and installed a massive 120’ x 118’ vinyl banner on the hotel’s facade. The banner’s stability required us to leverage over 50 railroad-tie reinforcements across vacant windows, creating critical docking points to strap it securely to the building.
But that wasn’t all. To elevate the installation:
- Window Transformations: Nearly every vacant window was treated with diffusion blur or filled with plexiglass where necessary, creating a cohesive visual backdrop.
- Dynamic Lighting:
- Over 50 DMX-controlled LEDs were installed across 17 stories, all meticulously cabled together.
- 220 feet of pixel-mapped waterproof LED strips were mounted along the building’s facade, running vertically up the sides.
- Additional lighting elements, including LED uplights and spots, were placed strategically on the lower balconies and even across the street to enhance visibility and create a dramatic nighttime effect.
The Impact:
The campaign captured the hearts and attention of Buffalo almost immediately. Within just two hours of the first banner strip going up, it had over 100,000 views on X (formerly Twitter). Local media quickly picked up on the installation, and the buzz spread like wildfire:
- Consistent Media Coverage: From local news to national outlets like ABC, the installation became a topic of fascination, with stories about its scale, permits, and the city’s reaction dominating the news cycle.
- Fan Engagement: Buffalo Bills fans, affectionately known as “Bills Mafia,” embraced the campaign with unmatched enthusiasm, treating the installation like a shrine.
- Live Sports Integration: The display was prominently featured during live broadcasts of Bills games, including aerial shots from helicopters. Even Josh Allen himself praised the campaign on ESPN.
In the end, the Gatorade x Josh Allen Buffalo installation generated millions of dollars in earned media value, far exceeding expectations for its 30-day run.
Key Takeaway:
This project was a testament to the passion of Bills Mafia, the ingenuity of our team, and the power of bold, unexpected outdoor advertising. While I may not be a sports enthusiast myself, this build gave me a front-row seat to the deep connection between a city, its team, and a brand that understands the culture.
Jeff Cohen
CEO/CCO | Inwindow Outdoor & Inwindow Interactive | 17 State Street, 40th floor New York, NY 10004 | 212 361-9324
www.inwindowoutdoor.com
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