The “Paparazzi” mannequins with their flashing camera bulbs became part of the cultural landscape of New York and Detroit while creating buzz and excitement for the new Escalade. A seemingly vacant building in Detroit was transformed into one of the ‘top destinations’ to visit during Super Bowl XL and the board in New York City was the perfect fit with all of the glamour and celebrity of Times Square.

Significant local and national press coverage was generated during the installation of the boards and Super Bowl XL. More than 180,000 visitors came to Detroit and saw the board by car, train, foot and air. More than 350,000 visitors come through Times Square each day. Three months into the launch, Escalade exceeds their sales goal by 24%.