Empire Produces Coast-to-Coast Street Marketing Campaign for FOX Series Prison Break

When FOX Broadcasting sought to generate public awareness and media buzz for their new series Prison Break, touted by critics as Fall 2005's top new drama series, they teamed up with Empire Entertainment to produce and execute a promotional stunt with street marketing teams in three cities across the nation.On August 25, Empire created a prison yard set of metal fencing and barbed wire on the plaza of the News Corporation Building at 1211 Avenue of the Americas. Inside this faux prison yard, a professional tattoo artist tattooed the body of a young man for the public to view, while thousands of passersby were invited to receive free buzzcuts and temporary henna and airbrush tattoos. On nearby street corners, a team of 10 young and energetic male models in orange prison jumpsuits and chrome manacles handed out Prison Break-branded nail files and water-transfer tattoos.

In addition to the promotional stunt and street marketing team in New York, Empire managed similar street teams in both Chicago and Los Angeles on the same day. Outfitted in their orange jumpsuits stenciled in black paint with "FOX Prison Break" on the back and the "082505" show premiere date on the front, the Chicago team promoted the new drama series along downtown's popular Wacker Avenue and even made an appearance on FOX's morning news show. The Los Angeles team worked the high-traffic tourist destination in front of Mann's Chinese Theatre in Hollywood.At the end of the day, 75,000 branded giveaways were handed out and hundreds of thousands of impressions were made with the public both on the street and through media coverage on television and in print.

Empire Entertainment was responsible for staffing, costuming, set design, talent wrangling, logistics and onsite management for the promotional stunt and street marketing teams in New York, Chicago and Los Angeles.