To celebrate the 30th anniversary of Air Max, Nike released its biggest innovation to air: VaporMax. The shoe featured a full air-pocket cushion. Advanced product technology called for advanced media technology to really stand out in New York.

Creating impactful media in the cluttered advertising landscape of New York City is no small feat. But when you think of the most iconic and quintessential advertising spaces in the world, there is one location that stands out above the rest, and it just so happens to be in the heart of NYC. This location is Times Square. With ads running 24/7/365, it has become essentially a free-for-all for advertisers. We were tasked with finding a way to reach the masses and break through the constant drone of messaging in this historic space.

In Times Square, everyone is competing for a piece of the pie. But let’s be honest: who wants just a piece of the pie? Why not have the whole damn thing? Welcome to the 2017 Air Max Day Times Square Takeover.

On Saturday night and Sunday morning, we took over 16 digital boards within Times Square—that way anyone in the vicinity of Times Square was feeling the Air Max Day vibes. But even owning the boards didn’t give the impact we desired. To maximize visibility and make this a truly unmissable media moment, we synced creative across all owned boards to show the same message at the same time: a true takeover that you’d have to try to miss.

We also brought in Nike athletes who posted the content to their newsfeeds, bringing national attention to the takeover.

After everything was said and done, the Air Max Day Times Square Takeover garnered an estimated 4 million impressions on the ground, as well as an additional 2.7 million impressions on social channels from athletes sharing recap content.