Ah, Times Square: For native New Yorkers, it's simply a crowded place to be avoided at all costs, but marketers know it as a premium locale for launching a splashy campaign. Duracell unveiled its Smart Power Lab there for the second year running.
At the Lab, tourists can burn off some of their energy by hopping on a "Power Rover" and pedaling. That energy is captured and will be used to light the 2010 numerals when the ball drops on New Years Eve. Celebrity pedalers, such as Kerry Butler and Constantine Maroulis from the Broadway show Rock of Ages (pictured), joined in.
The Smart Power Lab, located next to a Charmin-promoted bathroom, also offers tourists a place to power up their rechargeable devices for free, and they can play Xbox games and get their picture taken with a lifesize replica of the 2010 numerals. The lab will be open November 23 through December 31 from 10 A.M. to 9 P.M. Sunday through Wednesday, and 10 A.M. to 11 P.M. Thursday through Saturday.