friends 25th anniversary + Warner bros. TELEVISION + at&T
fans WENT BONKERS FOR IMMERSIVE ACTIVATIONS
CELEBRATING THE MOST WATCHED TV SHOW IN HISTORY.
To celebrate the 25th Anniversary of Friends, AT&T flagship stores in Dallas, Chicago and San Francisco were transformed to give fans VIP access to sets, costumes, interactive games and never-before-seen content from the iconic series. In partnership with Warner Bros. Television, immersive experiences, pop-up events, PR stunts, live performances and even a World Record – were all part of the programming to thank fans around the globe for their fandom.
Immersive activations promoted the new home for streaming Friends – exclusively on HBO Max. Then, in May of 2021, the long-awaited Friends Reunion broke single day streaming records when the cast returned to reminisce.
roleS:
creative direction
storytelling
content
creative concepts
interactive scene development & storyboard (UX)
video direction
script development
copywriting
A/V production oversight
Agency Partner: TWENTY FOUR 7
CLIENTS: AT&T / Warner Bros. Television / HBO Max
THE ONE WITH ALL THE CLIPS
A 12-screen, touch-enabled Tech Timeline allowed fans to watch Friends clips with ‘90s gadgets (ie: pagers, answering machines, no caller ID, etc), compared to today’s 5G smartphones, wireless internet, the option to text or FaceTime, and more.
The Tech Timeline was also built in a 3-screen, and tablet formats – so fans could engage at other venues, like: multiple Friendsgiving events, a 24-hour pop-up on the Vegas Strip, and a coffee house takeover in Seattle.
Fans could act out a scene, then watch a composite playback of themselves with the cast.
Fans looked through the peep hole to watch video of key scenes inside the apartment.
Three scale sets of Central Perk welcomed fans to snap a photo on the iconic orange couch.
An interactive timeline played clips to compare '90s gadgets to today's 5G technology.
Interactive games let fans play trivia, watch clips, and vote for their favorite guest stars.
A flash mob of 25 Phoebes delighted fans at famous landmarks across NYC.
by the numbers
impressions for the duration of the #FRIENDS25 campaign
1 BILLION+
10 cities
with experiential events & activations
8 ClIO AWARDS
1 Clio Grand in Home Entertinament,
2 Gold, 3 Silver, 2 Bronze, 1 Short List
95%
increase in retail traffic
increase in positive brand perception of AT&T
65%
5 marriage proposals
in-store, on the Friends sets
1 World Record
for Largest LEGO Brick Stage / Set Replica