The South Dakota Department of Tourism wanted to bring Mount Rushmore to Chicago, Illinois – one of its top drive markets – to remind Chicagoans that South Dakota is a close, affordable and ideal travel destination. The vision was to create a replica of Mount Rushmore, scaled down to a third, and a needles-like climbing wall, placing them within Chicago’s famed Millennium Park – a location that attracts a vast number of locals and visitors daily.
The 30- by 22-foot Mount Rushmore replica consisted of 2,750 pounds of high-density foam and 2,800 pounds of metal for the framework. The model was accompanied by a 25-foot climbing wall.
To kick off the upcoming Fourth of July holiday, the mountain served as a backdrop for a BBQ in Millennium Park with offerings such as hot dogs, beef and bison sliders, baked beans, watermelon slices and Thomas Jefferson ice cream.
We created and promoted a Facebook event for locals and conducted targeted outreach to find top-tier outlets, ultimately resulting in significant exposure.
We hosted nearly 5,000 people at the BBQ in Millennium Park on the activation day.
Thomas Jefferson Ice Cream
Among other treats, Thomas Jefferson ice cream was served and was a crowd favorite.
Results – Activation Day
- 16,800 impressions
- 4,800 personal engagements
- 317,270 reach (FB/TW)
- 38,058 impressions (FB/TW)
- 351 engagements (FB/TW)
- 37,235 story views (IG)
- 69 placements
- 1.3M impressions
- 12 broadcast segments
- 24 online placements