Annabelle Teamed Up with Mezco to Take Over Ripley's Believe It Or Not!
John Charles — August 9, 2017 — Marketing
References: dreadcentral & youtube
Mezco Toyz joined forces with Warner Brother to promote its upcoming horror film Annabelle: Creation and took over the Times Square location of Ripley’s Believe It Or Not! The results were, predictably, terrifyingly good fun.
Mezco Toyz is known not only for its award-winning products, but for its innovative and interactive PR events. To promote its prop replica Annabelle dolls for the highly anticipated Annabelle: Creation film, Mezco teamed up with Ripley’s Believe It Or Not! To create a one-of-a-kind scavenger hunt for macabre enthusiasts. Throughout Ripley’s “odditorium,” 13 of Mezco Toyz’s Annabelle prop replicas were hidden among the Odditorium’s collection of over 500 unusual artifacts from all over the world, as well as within its amazing interactive exhibits. Each demonic doll was stationed next to a letter of the alphabet.
Upon entry to the attraction, brave devotees were each given a map. The goal was devilishly simple: find the Annabelle dolls, write down the letter by each one, then present the map to Mezco and Warner Brothers representatives stationed by the exit. Eagle-eyed explorers who discovered all 13 Annabelles were awarded Mezco fidget spinners, Living Dead Dolls lanyards and pins, Annabelle t-shirts, Annabelle tote-bags, movie posters, Annabelle-branded exorcism medallions, flashlights, hats and the 2017 Mezco Toyz catalog, containing a whopping 96 pages of high-end collectibles.
130 lucky fans also received tickets to a sneak preview of Annabelle: Creation. Brave souls willing to face evil itself had the opportunity to pose with the demon who possesses Annabelle for a photo that will surely bring nightmares for years to come. The screams of patrons both thrilled and terrified to meet Annabelle and her “demon” could be heard up and down 42nd Street.
Mezco Toyz is known not only for its award-winning products, but for its innovative and interactive PR events. To promote its prop replica Annabelle dolls for the highly anticipated Annabelle: Creation film, Mezco teamed up with Ripley’s Believe It Or Not! To create a one-of-a-kind scavenger hunt for macabre enthusiasts. Throughout Ripley’s “odditorium,” 13 of Mezco Toyz’s Annabelle prop replicas were hidden among the Odditorium’s collection of over 500 unusual artifacts from all over the world, as well as within its amazing interactive exhibits. Each demonic doll was stationed next to a letter of the alphabet.
Upon entry to the attraction, brave devotees were each given a map. The goal was devilishly simple: find the Annabelle dolls, write down the letter by each one, then present the map to Mezco and Warner Brothers representatives stationed by the exit. Eagle-eyed explorers who discovered all 13 Annabelles were awarded Mezco fidget spinners, Living Dead Dolls lanyards and pins, Annabelle t-shirts, Annabelle tote-bags, movie posters, Annabelle-branded exorcism medallions, flashlights, hats and the 2017 Mezco Toyz catalog, containing a whopping 96 pages of high-end collectibles.
130 lucky fans also received tickets to a sneak preview of Annabelle: Creation. Brave souls willing to face evil itself had the opportunity to pose with the demon who possesses Annabelle for a photo that will surely bring nightmares for years to come. The screams of patrons both thrilled and terrified to meet Annabelle and her “demon” could be heard up and down 42nd Street.
Trend Themes
1. Interactive PR Events - There is an opportunity for businesses to create immersive and engaging experiences for their products or services to generate buzz and increase brand awareness.
2. Scavenger Hunt Experiences - Developing unique scavenger hunt experiences can attract customers and create memorable interactions with a brand.
3. Collectible Merchandise - Creating limited-edition collectible merchandise can drive fan engagement and loyalty for a brand or franchise.
Industry Implications
1. Toy Manufacturing - Toy manufacturers can collaborate with entertainment studios to create promotional events that captivate customers and generate excitement for upcoming releases.
2. Film Promotion - Film production companies can partner with brands to implement interactive marketing strategies that generate buzz and create a deeper connection with potential audiences.
3. Entertainment Retail - Retailers specializing in entertainment products can capitalize on the popularity of limited-edition collectibles by offering unique and exclusive merchandise to attract and retain customers.
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