Magrino and digital partner BCV worked with Virgin Atlantic to capitalize on events taking place in London during the summer of 2012 by converting New York City’s Union Square into “Union Jack Square.” New Yorkers were challenged to make an iconic sentry guard laugh, and if they succeeded, they were entered to win two tickets to London on Virgin Atlantic. The stunt led to 50 million earned, owned and paid impressions.
Approximately 15,000 people engaged with Virgin Atlantic’s Union Jack Square in some way.
Pre- and post-event coverage included The New York Post, The New York Daily News, Time Out New York, Metro New York, New York 1, WABC, WPIX, Associated Press, Getty, Reuters, British Press Association among others.
The Union Jack Square Facebook page received over 150,000 likes in less than one week.
Pinterest followers increased by 25%, reaching almost 10,000 impressions
Magrino secured over 34 million earned media impressions about Union Jack Square.