Liquid I.V. takes over Times Square at 4PM with hydration robots, reusable bottles, giant screens, and clean water stations to fight dehydration.
I.V. O’Clock: The Power of 4PM
On Wednesday, June 4th at 4PM EST, Liquid I.V. launched a bold and immersive campaign in the heart of Times Square: I.V. O’Clock. Designed to spotlight the most dehydrating hour of the day, this moment marked a powerful reminder of the importance of afternoon hydration, especially during the infamous energy slump.
Error Alerts Signal a Hydration Emergency
Beginning at 3:55PM, every digital screen in Times Square displayed “error” messages—disruptive alerts simulating the effects of dehydration. The city’s digital heartbeat appeared to glitch, triggering curiosity and anticipation for what was to come. By 4:00PM, the entire atmosphere reset in a stunning visual refresh.
Hydration Bots Take Over the Streets
At 4PM sharp, the screens turned bright Liquid I.V. blue, and a fleet of 50 hydration delivery robots, powered by Kiwibot, rolled out across the plaza. These interactive bots distributed reusable water bottles, Liquid I.V. samples, and guided attendees to nearby Hope Hydration stations to access clean, refreshing water.
An Immersive Outdoor Wellness Experience
From 4:00PM to 4:25PM, Times Square pulsed with high-tech visuals and wellness-forward messaging. Visitors engaged with the robots, took home hydration products, and absorbed a public health message wrapped in an entertainment spectacle. This campaign redefined how outdoor advertising can support real-life behavioral change—blending engagement, education, and innovation.
Final Drop: Reimagining 4PM Forever
I.V. O’Clock wasn’t just a moment—it was a movement. With synchronized screens, robotic activations, and a powerful wellness mission, Liquid I.V. transformed Times Square into a stage for smart hydration. A new benchmark for how brands can capture attention—and inspire action—at the busiest intersection in the world.
