This Toy Ad Takes Projected Characters on a Journey Through London
Laura McQuarrie — September 15, 2014 — Marketing
References: infinity.disney & prexamples
To announce the arrival of the Disney Infinity 2.0: Marvel Super Heroes game to numerous gaming consoles, Marvel and Disney set up an impressive toy ad that took place on the streets of London.
Superheroes like Spiderman, Thor and Iron Man were projected onto some of London's most iconic landmarks in a theatrical stunt that showed their arrival to the city. The projections interacted with real life objects, and one of the most impressive displays was the Hulk, posed as if he was raising the Tower Bridge over the Thames, as if to let a boat pass through. The journey continued like this throughout the city of London, finally stopping at its final destination, Hamley’s toy shop on Regent Street, so that gamers can continue the adventure on their own.
Superheroes like Spiderman, Thor and Iron Man were projected onto some of London's most iconic landmarks in a theatrical stunt that showed their arrival to the city. The projections interacted with real life objects, and one of the most impressive displays was the Hulk, posed as if he was raising the Tower Bridge over the Thames, as if to let a boat pass through. The journey continued like this throughout the city of London, finally stopping at its final destination, Hamley’s toy shop on Regent Street, so that gamers can continue the adventure on their own.
Trend Themes
1. Immersive Advertising - Using projection technology to create interactive and captivating advertisements in real-world settings.
2. Augmented Reality Gaming - Incorporating virtual characters and objects into the real world to enhance the gaming experience.
3. Brand Activations - Creating memorable and engaging experiences that bring a brand to life and leave a lasting impression on consumers.
Industry Implications
1. Advertising - Opportunity for advertisers to create innovative and attention-grabbing campaigns using projection technology.
2. Gaming - Incorporating augmented reality elements into gaming experiences to provide a more immersive and interactive gameplay.
3. Retail - Using brand activations to drive foot traffic and create excitement around a physical store or product.
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