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Boxman Studios, the recognized leader in immersive branding via modified shipping containers, working with experiential marketing agency The Marketing Arm, helped Lay’s, the world’s largest food brand, launch their ‘Do Us A Flavor” campaign last week in New York City. It was the first-ever popup retail endeavor for the brand.

The one-day activation took place in the heart of Times Square, and featured one 53-foot container atop two 40-foot containers creating a double-decker experience for the global brand. Fully customized and branded, the build featured an air-conditioned VIP suite on the second-floor and a ‘chip dispenser wall’ on the ground level where visitors could sample 20 current flavors of Lay’s potato chips. Also on the ground level, visitors could see the $1 million prize and an international chip display showcasing 40+ winning flavors from around the world.

As part of their 75th anniversary celebration, Lay’s is looking to Americans to help create the next great potato chip flavor. The “Do Us a Flavor” campaign has been a hit in other parts of the world, but the American version of the contest represents the largest marketing campaign in the company’s history. Celebrity spokespeople Eva Longoria and Iron Chef Michael Symon were on hand for the campaign kickoff, which asks fans of to use Facebook to submit their own unique flavors for the chance to win the $1 million grand prize.

“This activation for Lay’s was truly a thing of beauty,” said Boxman account director Scott Young. “Between the eye-catching design, scope of the build, and the size of the brand we were working with, we had a blast. Seeing Eva Longoria and Chef Symon inside our installation was pretty cool too.”

Check out our photo gallery below. And to see a cool time-lapse of our build, click here.