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MIB International Experiential

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THE CHALLENGE

Build hype and awareness around the release of the latest in the famous series of Men in Black films, Men In Black: International starring Chris Hemsworth and Tessa Thompson; recruiting MIB ‘recruits’ for the MIB London Branch from passers-by that would feed into live updates of MIB recruits on the famous Waterloo Motion screen.

THE EXECUTION

Visitors to the experience were invited to recreate the famous film moment placing MIB sunglasses on their face and capturing this movement in a custom GIF booth to share through their own social media channels. These GIFs were then beamed up live onto the Waterloo Motion screen directly behind the stand. The experience’s backdrop was a giant version of the MIB lettering logo which we created for maximum impact on arrival at the station.

THE OUTCOME

Over the course of 5 days, just under 2,000 GIFs were captured and 1,750 pairs of famous MIB sunglasses were distributed.

10 influencers also visited the experience to capture their own GIFs and share to their collective millions of followers.


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