6 Teams, 6 Charities, 5 Days Of Insanity. What were we thinking??
PHOTO GALLERYP2L PROVIDED:
- Creative Concept
- All Creative Design + Development
- Event Production
- Set Design + Fabrication
- Event Staffing
- Street Teams/Brand Ambassadors
- Contest Winner Fulfillment
- Legal Administration (Rules, Bonding, etc)
In support of the second season of Showtime's hit drama series SHAMELESS, Showtime tasked Pop2Life to create an engaging promotion to raise awareness and drive tune-in. P2L took over a vacant NYC retail storefront (on the corner of 6th Avenue and 22nd Street) to create a 5-day "Walk Of Shameless" spectacle! The endurance compeition featured 6 teams (all superfans of SHAMELESS) from across the U.S., competing for a $50,000 cash prize plus $10,000 to donate to their charity of choice. Check out the Showtime "Walk Of Shameless" page HERE.
The challenge? Teams had to walk continuously on treadmills for 12 hours each day, racking up dollars for charity for every minute walked, and getting them closer to the $50,000 cash prize. Seems pretty simple, right? Wrong! Participants were challenged with SHAMELESS trivia every hour, and if answered incorrectly, they were given a shameless act to complete in front of NYC passers by (shouting lewd remarks on a megaphone in the street, sucking their teammate's toes, dancing with a blow up doll... yikes!). The incline of their treadmill was also increased each day, making their Walk Of Shame more of a walk of pain!
The teams (named after one of the main characters on the hit show) were also in competition to generate the most social media support for their team and charity via Twitter (using special hash tags) and texts. Celebrity support included tweets and re-tweets from the likes of Kim Kardashian, Anderson Cooper, Jeremy Piven, Mac Miller, Emmy Rossum, and Spike Lee to name a few, and tens of thousands of New Yorkers engaged via text message to ultimatley help crown the winner!
The stunt/contest generated over $31,000 in charitable donations, as well as immeasurable awareness for each cause, and the winner ("Team Carl" from Chicago) walked away with the 50k and 10 grand for their charity (ALS Therapy Development Institute).
Daily recap videos (shot, edited, and posted online each day) have amassed over 3.2 million views!
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