Interactive pull-tab billboard to raise awareness for the second season of Dating Naked: Playing for Keeps. Consumers were invited to post socially using #DatingNaked and pull a tab to win a themed prize. Each tab removed ‘undressed’ the cast members and revealed new underlying creative. The reverse side of the billboard featured a photo opportunity with the Nudifier app. The Billboard lived in its “undressed” state for 2 weeks following the interactive portion. Program received extensive press coverage, won a Gold PROMAX award for “Best Experiential” and a Silver OBIE award.