Sky Atlantic Put a Polar Bear on the Subway to Promote a New TV Show
Amelia Roblin — February 5, 2015 — Tech
References: davidparryphotography & imgfeatures
What would you do if you encountered a polar bear on the subway? Traveling through the London Underground, you would undoubtedly be taken aback if the train doors were to open up to a massive furry beast. Fortunately, this gentle creature is an animatronic being, created as a publicity stunt and conjuring up a stir in the transit system to promote a new TV show.
Sky Atlantic & Otilde weren't satisfied with the typical trailer and print campaigns; instead, they wanted to invade the space of a city's occupants in order to stir up intrigue about the mysterious plot of this drama. This polar bear on the subway was the work of 19 Hollywood prop specialists over six weeks, bringing an element of Fortitude's Arctic Circle into an unexpected setting.
Sky Atlantic & Otilde weren't satisfied with the typical trailer and print campaigns; instead, they wanted to invade the space of a city's occupants in order to stir up intrigue about the mysterious plot of this drama. This polar bear on the subway was the work of 19 Hollywood prop specialists over six weeks, bringing an element of Fortitude's Arctic Circle into an unexpected setting.
Trend Themes
1. Experiential Marketing - The use of animatronics and publicity stunts can create unexpected and memorable experiences for audiences, potentially leading to increased engagement and brand loyalty.
2. Location-based Advertising - Invading public spaces with attention-grabbing campaigns can attract new audiences and generate buzz around a product or service.
3. Cross-industry Collaboration - Partnering with experts from other industries, such as film and television production, can bring fresh innovation and creativity to advertising and marketing strategies.
Industry Implications
1. Advertising - The advertising industry can adopt these disruptive trends to create more engaging and effective campaigns for their clients.
2. Entertainment - The entertainment industry, particularly film and television production, can collaborate with advertisers to bring their products to life and enhance the viewing experience.
3. Transportation - The transportation industry can explore innovative advertising opportunities that utilize their public spaces to generate additional revenue and increase exposure for brands.
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