24 October 2007 – Titan Outdoor (“Titan”), the UK leader for total outdoor solutions, has
launched a world first campaign for the National Football League (“NFL”) to promote a soldout
historic game between the Dolphins and New York Giants on October 28 at Wembley
Stadium. It will be the first competitive league game to be played outside North America.
The giant outdoor robot is in the figure of the infamous Miami Dolphins defensive lineman,
Jason Taylor. It stands at eight metres tall and is the biggest animated human figure ever
built. The animatronic portrays Jason Taylor in his full game uniform, complete with helmet
and gloves. It has moveable feet and arms and can interact with the crowds whilst
responding to impromptu incidents.
The remarkable robot will make a series of high profile stops at iconic London landmarks in
the run up to the game as part of a “mystery tour”. The tour of the giant will include an NFL
tailgate party. The traditional tailgate party will feature American food, entertainment and
performances by the Miami Dolphin cheerleaders. Tickets for the NFL game on 28th October
sold out within two hours of going on sale and over half a million ticket requests were made
in the first 72 hours after the game at Wembley was announced.
The robot was specially created by an award winning team at London-based SFX Company
Artem Ltd, as part of an experiential marketing campaign undertaken on behalf of the NFL by
Not Actual Size. Remarkably, this feat of engineering has taken just under 10 weeks to
construct, with a team of more than 40 people working round the clock to build the
superstructure.
