NEW YORK TECH WEEK
AI REBELLION AT NEW YORK TECH WEEK
THE
VISION
UNSHUT aimed to create a seismic impact at NY Tech Week, showcasing their new AI technology and sparking intense conversations about the future of AI as a powerful force for good or evil.
The goal: position UNSHUT as a trailblazer in tech innovation with press coverage of a live immersive experience, highlighting the power and unsettling potential of AI in an engaging, unforgettable way.
THE
STRATEGY
The event achieved remarkable success, with direct coverage from Andreessen Horowitz, amplifying its reach across thousands of social media impressions, with additional comments, shares, and engagement across TikTok, Linkedin, and more.
The event sparking widespread interest and discussion with others in the tech space, positioning UNSHUT as a bold leader, willing to take bigger risks for larger rewards and cementing their reputation for creativity and innovative experiential marketing.


THE
EXPERIENCE
To build anticipation, we launched an enigmatic guerrilla marketing campaign across lower Manhattan and New York City at large, with mysterious posters teasing a secretive AI project by UNSHUT, each featuring a QR code in order to qualify for entry.
Those curious enough to scan the code were tested on their knowledge of Artificial Intelligence and other scifi dystopias, with the top 20% receiving VIP invitations to the event, where they experienced their worst fears come to life in real time as the AI rebelled against its makers.
But the VIPs weren't just spectators—they were invited by the AI directly through their phones to actively participate in the CEO's downfall—directly underpinning humanity's overall enablement and complicity in AI's rise to power.
THE
RESULTS
The event achieved remarkable success, with direct coverage from Andreessen Horowitz, amplifying its reach across thousands of social media impressions, with additional comments, shares, and engagement across TikTok, Linkedin, and more.
The event sparking widespread interest and discussion with others in the tech space, positioning UNSHUT as a bold leader, willing to take bigger risks for larger rewards and cementing their reputation for creativity and innovative experiential marketing.
