USA NETWORK’s AMERICA’S BIG DEAL

Turning Times Square into Main Street for Small Businesses 

Challenge: To launch America’s Big Deal, USA Network wanted a bold activation that spotlighted small businesses and invited real-time consumer participation.

Solution: We transformed Times Square into a full-scale Main Street USA, featuring 23 storefronts, two parks, and an outdoor lot complete with streetlights, mailboxes, and newsstands. Rooftop QR codes let visitors explore contestant products and vote by shopping online. Hosts Joy Mangano and Scott Evans kicked off the event, while a large interactive billboard amplified the experience above.

Impact: The activation delivered a high-visibility, high-touch brand moment in the heart of NYC—connecting fans, small businesses, and live TV in one unforgettable launch.