Yesterday, MTV installed a temporary wall in NYC’s Herald Square to draw attention to the issues of diversity and immigration in America.
Passersby were invited to tear down the walls of fear and prejudice by touching a brick [on the nearby interactive screen] to reveal video stories from a variety of real / celebrity immigrants and second-generation Americans.
The 10’ x 35’ wall featured the hashtag #BeyondTheWall and directed viewers online to see more stories and to upload their own. A long-time advocate for voter registration (remember Rock the Vote?!), MTV also used the initiative to promote voting in the upcoming presidential election.
An entertainment property using a creative platform to deliver a thought-provoking, relevant and emotional message. IMO, that’s marketing at its best.