South Dakota: A Monumental Experience

EMC worked with MMGY to bring South Dakota’s biggest attraction, Mount Rushmore, to Chicago’s Millennium Park, the weekend before Independence Day. It was the perfect location and timing, as thousands of people were out and about, moving through the park. At one-tenth scale of the original, passersby were granted up-close access to a 22-foot high, 30-foot long replica of the faces of George Washington, Thomas Jefferson, Teddy Roosevelt and Abraham Lincoln. The structure required over 5,500 pounds of metal and foam materials, and took 30 people more than 2,100 hours to build.

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Strategy

Target one of South Dakota’s key feeder cities with a larger than life experiential activation.

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Tactics

In addition to the giant replica of Mt Rushmore, the event also included a 30 foot high rock climbing wall, and a South Dakota BBQ serving bison burgers, bison hot dogs, with other picnic fare, and Mt Rushmore’s signature “Thomas Jefferson” Ice cream.

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Results

Thousands of Chicago residents flocked to Millenium Park to view this once in a lifetime experience, take selfies with the monument, and enjoy some picnic food. The event also drew the attention of local news crews and resulted in on location live broadcasts.