The opportunity:
Disney’s Wreck-it Ralph is a trip down retro video gamer lane. The film was always going to appeal to kids, but they wanted to drum up excitement amongst London’s digitally connected young professionals.
The idea:
We created a three-day immersive experience in London’s Brick Lane to promote the film. Titled ‘8bitlane’ the takeover of the space included custom built 8-bit animals, trees, cars and the world’s first ‘Blipparable’ building - an augmented reality game which you play on the side of the building through your phone.
The results:
The event generated a huge buzz on Twitter, with over 3 million users coming into contact with the campaign over the duration of the event, firmly positioning Disney at the centre of the conversation and generating widespread interest in the film.