Fanology were charged to lead the social media activation around a large-scale projection mapping event, lighting up the Empire State Building with endangered animals for Racing Extinction. We built a pre-awareness campaign, launching the movie's Twitter handle and worked with a large group of influencers to help the event trend on Twitter. 38 trends occurred over a 215 minute period and we managed to keep #RacingExtinction trending in the #2 position for 100 minutes in New York. Our community management team engaged with New Yorkers who took to Instagram and Twitter posting their own photos of the projection and asking the Twittersphere 'What is that?'