To deliver and tour an activation which appeals to families, attracts a high footfall and level of engagement, and encourages people to see the new release.
Over the course of Summer 2016, we once again had the pleasure of working with Universal Films to promote its latest animated release: Kubo and the Two Strings, released September 9th.
Over four weekends we toured our multi-faceted standaround the country visiting Westfield London, Manchester Intu Trafford, Bullring Birmingham and Westfield Stratford to the delight of children and their parents, alike.
The stand was comprised of 3 sides, with each section presenting a different activity for children to get involved with:
Zone 1 consisted of a Japanese-themed viewing area for guests to enjoy the Kubo trailer in 3D as well as a behind the scenes video of how the stop-motion film was made.
Zone 2 challenged audiences to help Kubo escape the sister’s deadly smoke, using the touchscreen game provided to jump over rocks and slide under trees to escape.
In Zone 3 children could have their photo taken, as they had the opportunity to fly thanks to Kubo’s iconic origami wings. Guests were then provided with a free print of their photo as a reminder of their Kubo experience.
To complement the activity, reinforce key messaging and drive further traffic to the stand, guests were also given branded Kubo balloons and activity sheets to take away with them.
Finally, to incentivise wider social sharing from guests who engaged with the activity, we encouraged older guests and parents to share their images from the ‘Kubo Wings’ photo op to social media accompanied with the hashtag: #KuboTour. By sharing on social, guests were automatically entered into Universal Film’s competition to win a family holiday to Universal Studios Japan.
This resulted in over 60,000 impressions across Twitter and Instagram, and 100’s of entries on Facebook.