To support the release of The Chainsmokers’ new album and the single “Smooth”, EMS was hired to execute a high-visibility, guerrilla-style activation during College GameDay at Ohio State University. The goal: create an eye-catching, shareable moment in front of a massive live and broadcast audience. EMS provided two trained Brand Ambassadors to hold a handmade promotional sign in the background of the broadcast, strategically positioning it to maximize visibility during the show. The simple yet clever placement allowed The Chainsmokers’ messaging to reach thousands of on-site attendees while also appearing on national television and social media, generating hype to increase awareness of the new release. Big-stage, buzz-worthy moment reaching millions of fans.