“BAP stands for Big Ass Phone—an internal phrase, but nothing short of the truth. We took over Herald Square in New York and built a six-story-tall Windows Phone to demonstrate how it worked. ‘Live Tiles’ were the main point of differentiation for the Windows Phone, so we brought the tiles to life. We had an actual marriage proposal, played Plants vs. Zombies and Fruit Ninja, delivered the crowd pizza from the phone, held a concert with prominent bands and so much more. This event not only served as a fun experiential piece, but also extended much further as we used social media to create provoking interactions with the product.”