The creative idea came from constant conversation and uproar over President Trump’s tweeting. The president communicates so frequently (and erratically) on Twitter that former White House Press Secretary, Sean Spicer, confirmed that his tweets were “official White House statements.” The Daily Show wanted to ensure that these tweets were connected in a deserving setting - a place where everyone could come to appreciate them, a tribute to the President and his historic 140-character works that would be experienced by the public via visual installations, exclusive videos, and hands on experiences (for hands of all sizes).

The entertainment experience featured state-of-the-art visual installations and fully interactive, hands-on activations. There was plenty of space for visitors to move around, different types of technology to interact with (from the iPad nickname generators, “Verified Survivors” audio recordings, videos featuring The Daily Show commentators, and two types of create-your-own-tweet games), and informational plaques throughout.

The library was brought to life through the space. Activation stations motivated consumers to interact with the displays and post about the experience on social media. Both the New York and Chicago spaces, were open and raw - the perfect environment to build and install our supporting elements, exhibits, and technologies.

Our design team utilized the existing space in each city to enhance the library’s design, building activations like the Nickname Generator, a vault guarding Trump’s tax returns, The Oval Office, and Trump’s Live Twitter Feed alarm, mixed with large scale wall graphics featuring tweets, quotes, word clouds, and his Twitter timeline.

Additionally, The Daily Show’s host Trevor Noah hosted a ribbon cutting ceremony in NYC while correspondents from the show gave press and famous friends tours. To reach fans who were unable to visit the library we also created a 360* virtual tour of the space at www.thedailyshow.com/trumplibrary

The grand opening in NYC was so popular that there was a 7+ hour wait to enter the experience. To accommodate the thousands of people waiting, we extended the hours the library was open to ensure as many people as possible could experience the activation -- and yet we still had to turn people away.

The activation generated massive buzz for The Daily Show with hundreds of press outlets coming to cover the library and experience it themselves. It also generated substantial engagement on the ground and via social media with over 480K digital engagements, 336M digital impressions, and 43K mentions across Facebook, Twitter, and Instagram in less than 48 hours.

The Washington Post called the library a “smash hit”, The Huffington Post deemed it “the most impressive satire of the current administration to date” and The Los Angeles Times said it worked on “both a medic and scholarly level.”