LIQUID I.V. AND SPIDER-MAN SAVE NEW YORKERS FROM DEHYDRATION AND GIVE BACK TO REAL LIFE HEROES

Liquid I.V. and Spider-Man: Brand New Day blended hydration and spectacle ahead of the highly anticipated blockbuster’s world premiere weekend. The HYDRACLIMB Wall popped up in Brooklyn’s Domino Square from July 17-19, a new place for heroes of all kinds to scale a tall building.  

The 50-foot climbing wall transformed the high-traffic public plaza into an experience inspired by Spider-Man’s world of vertical movement and city-scale endurance. We worked with amazing partners all around, with media by Tinuti and Empirical Productions, bringing the Spider-Man story and Liquid I.V.’s hydration mission to life, from the skyline to the street and all the social media feeds in between.   

New Yorkers joined in the action to evoke their inner Spider-Man and take on the climbing challenge. Over the course of the weekend, more than 1000 participants fueled up at the Liquid I.V. Basecamp before tackling the climb, where sampling teams distributed chilled drinks and hydration sticks before each climb. From there, teams attempted to scale the wall toward a ceremonial bell positioned at the summit. 

For every successful summit, climbers unlocked contributions to Liquid I.V. disaster relief partners, World Central Kitchen and Direct Relief. Liquid I.V. committed to donate 500,000 Liquid I.V.® Sticks to both organizations, and visitors could nominate an additional real-life hero to receive Liquid I.V.® Sticks for life via a video wall QR code.

Read more about HYDRACLIMB on OOH Today.