Ahead of the release of the critically acclaimed con artist drama, Sneaky Pete and Thinkingbox partnered with Amazon Studios, Initiative, and Rapport to create an engaging OOH lie detector activation which launched in January 2017.

With the goal of amplifying awareness of the series, one of the challenges was translating the premise of the show into the theme of an engaging experience.

The ideation called for the use of technology to approach the concept innovatively. After brainstorming several ideas, it concluded that capitalizing on recently built technologies, such as IBM Watson’s API for speech-to-text and text analysis to determine the user’s level of confidence, persuasion, and control as they took the test.

Taking on the role of a con artist in the making, participants were asked to lie their way through various scenarios just like the show’s anti-hero Pete.

Face-tracking and real-time biometrics analyzed the user’s reactions and vitals to determine whether they were a convincing liar.

The innovative experience, comprised of custom built hardware, utilized multiple sensors to detect the user’s biometrics including heart rate, perspiration, and skin temperature. Thinkingbox also handled the software and hardware integration into the bespoke kiosk in addition to overseeing the physical build.

Taking place at the shopping center The Grove, over 25,000 fans left the activation connected to the brand and show in an entirely new and exciting way. The website extension based on the OOH experience increased engagement and awareness by piquing interest with fans at home, achieving well over 300,000 digital impressions.