Curb, in collaboration with Manning Gottlieb OMD, were asked to devise an innovative way to engage Pharrell Williams’ fans and promote his new album ‘GIRL’.
CURB created a customized, interactive installation at Westfield Stratford, allowing fans who entered the letter ‘I’ in G I R L to listen to the “Marilyn Monroe” song, facilitated by motion controlled sound technology and directional speakers. Fans were also able to connect to G I R L wifi to watch the music video and download the album.
Over 100,000 members of the public engaged with it at Westfield over 48 hours. The experiential activity generated so much attention that Pharrell himself retweeted the video on his personal account to over 8 million people. This video has been viewed over 1 million times and is now in Pharrell’s top 10 videos.