The Drum Awards Festival - Official Deadline

-d -h -min -sec

Author

By Noel Young, Correspondent

December 27, 2011 | 2 min read

An old penny arcade game where players try to retrieve small prizes from a glass case by "fishing" with a mechanical claw has been rewritten giant-size in Hollywood. Heading the list of prizes: a brand new car.

Instead of the small glass case of days gone by, a giant claw was projected on to the side of the famous Roosevelt Hotel on Hollywood Boulevard earlier this month. Passersby queued to use a large joystick to direct the huge claw - and hopefully hook the car.

If the claw successfully snagged the car on the projected 3D picture , a full-sized Chevy Sonic was to be delivered to the lucky winner.

The whole thing was a PR stunt for the car firm organised by by Goodby Silverstein & Partners and Pearl Media . They were aiming to set a Guinness record for the World’s Largest Claw Game. Other prizes on offer included a $4,000 vacation, and a snowboard .

Chevrolet advertising director Kevin Mayer told Ad Age magazine, "With Pearl's innovative approach to experiential advertising and Sonic's willingness to try 'firsts,' we at Chevy wanted to take the partnership into groundbreaking territory.

"Sonic is up for any challenge, and Pearl's Claw Game pushed the Sonic into a new gaming realm."

Chevy recently created a social-media powered bungee jump to promote the Sonic.

Media Hollywood Goodby Silverstein

More from Media

View all