At the apex of the highly-successful Sears Back to School campaign, DK was invited to assist Sears on-site at the MTV Video Music Awards in New York City for the most anticipated launch of this multi-phased user-generated promotion — the Sears Arrive Air Band’s VMAs pre-show performance and 5th member reveal.

Working closely with Sears and Young & Rubicam teams, DK provided critical technical assistance at Radio City Music Hall — ensuring that live communication feeds and performance footage would integrate and display seamlessly on the Sears Arrive Lounge web site as visitors eagerly awaited the big show.

The countdown began at 5 PM EST on Sunday evening to build excitement of the band reveal on both MTV and the Sears Arrive Lounge web presence. When the clock struck 8 PM EST, the Air Band performance was televised to over 26 million viewers and shortly thereafter the live footage became available online for viewers to enjoy.