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 every American 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). Extensive research was required to comb through thousands of tweets, establish groupings, and elect the most entertaining posts to be featured in the library. The experience featured state-of-the-art visual installations and fully interactive, hands-on activations with different types of technology to interact with 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.”

Crafted through the artistic lens of The Daily Show with Trevor Noah, “The Daily Show Presents: The Donald J. Trump Presidential Twitter Library” is a thoughtfully executed brand experience brought to life. The monumental satirical activation was free and open to the public. Mimicking a bonafide museum, the library urges guests to “explore the history, science and art of Trump's tweets - from his earliest attempts to put stubby fingers to phone to his emergence as our era's preeminent social media revolutionary.” Coming from those behind The Daily Show and Comedy Central, attendees were in for a highly immersive experience.

The strategy was to target politically engaged consumers and fans of political satire to drive social conversation. This was accomplished through thoughtful location choices, ensuring that the cities chosen would respond positively to the politically-charged nature of the activation. In New York, the experience took place literally one block from Trump Tower on Fifth Avenue. As a museum environment, we ensured the activation was more than just reading tweets through the implementation of additional technology, sets, brand ambassadors, interactive video elements, and The Daily Show’s unique editorial perspective. To engage fans and generate excitement, we promoted the experience in episodes of The Daily Show as well as their social and digital channels while capitalizing on the popularity of host Trevor Noah and his distinct, satirical take on the president’s social media presence.

Every president since Franklin D. Roosevelt has been honored with a meticulously curated memorial library commemorating the documents of historical value crafted during his time as leader of the free world. Continuing this hallowed tradition, and seeing no need to wait for him to leave office, The Daily Show honored our current president in a way that would showcase our Commander in Chief’s preferred vessel for communicating with the public, his Twitter feed.

And so, we embarked on a journey to create “The Daily Show Presents: The Donald J. Trump Presidential Twitter Library,” -the first of its kind. The goal was to build an immersive and interactive experience that brought @realDonaldTrump’s twitter feed to life in the real world to generate social buzz around The Daily Show and solidify the show’s standing within the crowded late-night/satirical news competitive set.