VIACOM ATTENTION EXPERIENCE

VIACOM ATTENTION EXPERIENCE

VIACOM ATTENTION EXPERIENCE

VIACOM ATTENTION EXPERIENCE

HOW DO YOU NAVIGATE THE MOST COMPLEX ECONOMY OF ATTENTION IN HISTORY? 

With new distractions every minute, getting the attention of consumers is more complicated than ever. If attention is finite — and stimulation unrelenting — how does anything break through, much less get someone to care? How do media companies, brand builders and content creators successfully navigate the most complex economy of attention in history to drive real engagement? To address these questions, Scratch (a division of Viacom) conducted a series of studies and released their findings through The Attention Experience: an interactive, multi-sensory exhibit at Viacom’s Times Square headquarters. Gallery walls, displays & mounts, lighting structures, and vinyl graphics & window clings were installed on-site over the course of three days. The two week long interactive exerience also included a speaker series featuring actress Laverne Cox, entrepreneur Gary Vaynerchuk, Spotify CMO Seth Farbman, and the co-founder of the viral ALS Ice Bucket Challenge Nancy Frates.

  

With new distractions every minute, getting the attention of consumers is more complicated than ever. If attention is finite — and stimulation unrelenting — how does anything break through, much less get someone to care? How do media companies, brand builders and content creators successfully navigate the most complex economy of attention in history to drive real engagement? To address these questions, Scratch (a division of Viacom) conducted a series of studies and released their findings through The Attention Experience: an interactive, multi-sensory exhibit at Viacom’s Times Square headquarters. Gallery walls, displays & mounts, lighting structures, and vinyl graphics & window clings were installed on-site over the course of three days. The two week long interactive exerience also included a speaker series featuring actress Laverne Cox, entrepreneur Gary Vaynerchuk, Spotify CMO Seth Farbman, and the co-founder of the viral ALS Ice Bucket Challenge Nancy Frates.
  

With new distractions every minute, getting the attention of consumers is more complicated than ever. If attention is finite — and stimulation unrelenting — how does anything break through, much less get someone to care? How do media companies, brand builders and content creators successfully navigate the most complex economy of attention in history to drive real engagement? To address these questions, Scratch (a division of Viacom) conducted a series of studies and released their findings through The Attention Experience: an interactive, multi-sensory exhibit at Viacom’s Times Square headquarters. Gallery walls, displays & mounts, lighting structures, and vinyl graphics & window clings were installed on-site over the course of three days. The two week long interactive exerience also included a speaker series featuring actress Laverne Cox, entrepreneur Gary Vaynerchuk, Spotify CMO Seth Farbman, and the co-founder of the viral ALS Ice Bucket Challenge Nancy Frates.

  

CONCEPTING
EXPERIENTIAL DESIGN
STYLE GUIDE
PRODUCTION
INSTALL MANAGEMENT

CONCEPTING
experiential design
style guide
production
install management

Role CREATIVE DIRECTOR

Role CREATIVE DIRECTOR

Client VIACOM

Venue VIACOM NYC HEADQUARTERS, TIMES SQUARE

Production SCRATCH

Custom Numbers ADAM MENDALA

Exhibit teaser video

Attention_2000x2200_Vert_Entrance1
Entrance introduction
Entrance introduction
Attention_2000x2200_Vert_Entrance2
Entry hallway — floor vinyl & signage
Entry hallway — floor vinyl & signage

Installation graphics 

NOT ALL ATTENTION IS CREATED EQUAL —

NOT ALL ATTENTION IS CREATED EQUAL—

“ENGAGEMENT IS
THE APEX.”

“ENGAGEMENT IS THE APEX.”

“ENGAGEMENT IS THE APEX.”

“ENGAGEMENT IS THE APEX."

Installation timelapse & flyover

Interactive exhibits 

WHEN IT COMES TO ATTENTION:

WHEN IT COMES TO ATTENTION:

“CONTEXT MATTERS.”

“CONTEXT MATTERS."

Attention-Grid
Graphic pattern impact wall
Graphic pattern impact wall
Attention-numbers-1
Custom number set
Custom number set
IMG_0499
IMG_0502
IMG_0501
IMG_0500

RESULTS

RESULTS

RESULTS

RESULTS

1,950

1,950

1,950

ATTENDEES

8.9M

8.9M

8.9M

POTENTIAL SOCIAL IMPRESSIONS

The Attention Experience exceeded every expectation. Fascinating, brilliantly curated, stunning design, great exeriences."

The Attention Experience exceeded every expectation. Fascinating, brilliantly curated, stunning design, great exeriences."

The Attention Experience exceeded every expectation. Fascinating, brilliantly curated, stunning design, great exeriences."

- EVP & CMO, COMEDY CENTRAL

I just love the exhibit. I've already been through twice and I can't wait to go back for more. It's fascinating, thought provoking, inspiring, and the insights are so beautifully brought to life."

I just love the exhibit. I've already been through twice and I can't wait to go back for more. It's fascinating, thought provoking, inspiring, and the insights are so beautifully brought to life."

I just love the exhibit. I've already been through twice and I can't wait to go back for more. It's fascinating, thought provoking, inspiring, and the insights are so beautifully brought to life."

- VP, LINEAR SALES, VIACOM

More Experiential Work

© 2020 GRETCHEN MAYER

INSTAGRAM          LINKEDIN         PINTEREST         SPOTIFY

INSTAGRAM          LINKEDIN         PINTEREST         SPOTIFY

INSTAGRAM          LINKEDIN           PINTEREST          SPOTIFY