Syyn Labs was asked to create a live-streaming competition for Allstate Insurance’s Mayhem campaign. During the college football season, right before the big game between Alabama and the Florida Gators, a huge mechanical setup was constructed. Two huge conveyor systems were oriented so that they moved towards a common center – the open throat of an enormous industrial shredder. Reading specific Twitter hashtags in real-time, the conveyors would move incrementally, feeding various common tailgate party items into the gaping jaws of our industrial shredder – ice chests, picnic tables, big screen TV’s, sofa’s, even the cars themselves, painted in the appropriate colors. The more and faster the trash talk came in against one team, the faster it’s conveyor would move.
The rest is beautiful destruction.