Black Raven Media acquired an activation space between Caxton Street Station and Suncorp Stadium to capture the attention of the State of Origin crowd. A 6m x 3m digital billboard illuminated the street as game patrons passed and a cohort of walking billboards canvassed surrounding pubs and restaurants to showcase Channel Seven’s creative messaging throughout the precinct with a virtual reality booth providing deeper engagement opportunities.

The Hell’s Kitchen creative reached tens of thousands of game attendees, with hundreds more taking part in the exclusive virtual Hell’s Kitchen experience. Amongst a competitive line-up, the Hell’s Kitchen launch dominated its timeslot and exceeded the audience expectations of the network. Since then, Channel Seven has engaged Black Raven Media for additional promotional stunts.