Case Study: Haleon transforms New Year’s Eve engagement with Imagination’s Times Square Kiss Cam activation

Haleon reaches 2M Times Square views with Imagination

Haleon, a consumer healthcare company, faced the challenge of making its brand stand out during the world's biggest New Year's Eve party in Times Square. The high-stakes logistical puzzle was to deliver a fast-turnaround, user-generated live activation on one of the planet's most visible screens, ensuring brand-safe content during a chaotic cultural moment.

Imagination built a high-speed pipeline to the famous "Godzilla" digital billboard. They developed a custom mobile-first microsite for users to submit photos and a moderation platform blending AI filtering with human review to ensure quality and safety. This solution transformed users into the stars of the show, generating over 35,000 website visits and an estimated 2 million billboard views for Imagination's client Haleon.

Haleon