Nike took over the Sports Center health club at Chelsea Piers to launch the Sport Kit for iPods with Apple. Transforming nearly half of the 150,000 square foot health club into a massive press sampling event, Nike blacked out all windows and skylights, filled the Sports Center with Nike sneakers and Apple iPods, converted the basketball courts into showrooms and utilized the track for test runs. 200 media professionals in bleacher seating watched a presentation by Steve Jobs and Phil Knight on a massive screen erected over the sand volleyball pit to project the presentation.
The greatest player in the history of the sport of golf was the honored guest at the press event launching the XBox video game, Tiger Woods PGA Tour ’08. EA Sports re-branded the Golf Club at Chelsea Piers with colorful tower banners along the 200-yard fairway, as well as the entrance lobby, lounge and Full Swing Simulators space. The PLAYERS Room and full-swing golf simulator areas were converted into a gaming station where attendees could challenge Tiger Woods to a series of holes, distance contests and trick shots.
In order to launch their Dr. Seuss-themed toothpaste and toothbrushes, Aquafresh fashioned a bedtime ritual touting the ABCs - Aquafresh (tooth brushing), Books and Covers. Their ABC campaign launched at Pier 61's Sunset Terrace where Marlee Matlin read a Dr. Seuss book to a group of children and underscored the importance of their bedtime ABCs. The event provided low-income children with new books and a memory to last a lifetime.
Moncler Grenoble, a Franco-Italian outwerwear brand, launched their fall/winter 2010 collection with 100 models staged on scaffolding in the frigid cold at the Golf Club. The three-story scaffold held the models while editors were served hot chocolate and spiced cider from the hitting stalls.
Panasonic used Chelsea Piers' Sky Rink to launch their new HD camcorder and digital still cameras. Exploiting the high speed action of ice skating, Panasonic encouraged media to film the activity and then play it back on HD televisions, conveniently set up on Sky Rink's Sunset Terrace. Dressed in black to accentuate the HD screens, Sunset Terrace became the perfect backdrop to showcase Panasonic's latest visual technology.
