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As part of the ‘Disney Junior Magical Moments’ campaign, Disney Junior Asia has released a social video today featuring footage from an Augmented Reality stunt that was unleashed on the streets of Singapore. The video captures the surprise and delight of families and little ones as they pass by the converted bus shelter and are transported into the magical world of Disney Junior, appearing alongside their favourite characters from Mickey Mouse Clubhouse, The Lion Guard, Sofia the First, and Miles from Tomorrowland.

The Augmented Reality stunt took place on a busy street in the Singapore suburb of Tampines where a bus shelter was transformed overnight using ‘pixie dust’, plus a small dose of creative technology and Augmented Reality production by Grand Visual. The result was a live poster giving the illusion of the road ahead. But as people watched, a series of beloved Disney Junior characters appeared on the street in front of them. Exciting scenarios unfold, as spaceships land, mermaids swim past, and fairies fly overhead. Mickey Mouse invites passers-by to pose for a picture with him, and Sofia the First asks onlookers to “come spin” as she pirouettes across the path ahead.

Mickey Mouse also makes a surprise appearance in real life at the bus stop and a film crew were on hand to capture the public’s reaction. The footage from the live two-day Augmented Reality event has been shared on Disney’s online and social media channels.

https://youtu.be/zyMqAOaIHU8

The creative concept is part of Disney Junior Asia’s integrated campaign bringing to life and celebrating “Magical Moments” on the channel throughout September. Outdoor media was booked directly by Disney and is supported by their broader television, digital, and press campaign.

Dan Dawson, Chief Creative Technology Officer at Grand Visual said:

“It is always great to work with Disney, an adventurous brand willing to push the boundaries of technology and storytelling in the digital space. We know from our own research that fun, interactive brand experiences – or ‘Disney Junior Magical Moments’ – create longer lasting and more accessible memories. This compelling Augmented Reality event has created assets that are gaining momentum online for maximum exposure.”

Grand Visual has produced a large linear DOOH campaign supporting the launch of Disney Life, a subscription based video streaming service in the UK. With a Disney Life membership the whole family can enjoy hundreds of movies, TV shows, books and more from Disney’s unrivalled entertainment portfolio.

Working with Disney, we created master animations and multiple reversions per creative for ad formats in Retail, Roadside, City Centre & Rail environments over the campaign’s 4 week duration. The release of each new campaign creative is scheduled to coincide with the release date of particular content becoming available on the Disney Life app.

The campaign started 19th March and will run until the 20th April across Canary Wharf Media, Clear Channel, Exterion, Forrest, JCDecaux, Maxx Media, Ocean, Outdoor Plus, Primesight, Signature and Storm.

A Disney shadows augmented reality digital out of home campaign.

A photo of crowds enjoying the Times Square Disney Inside Out interactive activation

Have you ever wanted your face up in the lights of Times Square? Ahead of the launch of Disney•Pixar’s original new movie “Inside Out” on June 19, lucky passers-by will be given this opportunity.

This month at the Disney Store in Times Square you are able to have your selfie appear on the Disney Store’s digital billboard, along with the colourful characters from “Inside Out.” During the promotion, an events team on the ground will invite passers-by to “Meet the Voices Inside Their Heads,” using the hashtag #InsideOutSelfiesNYC.

Images submitted will then be analysed and assigned their very own Emotion from “Inside Out,” based on the facial expression in their selfie.

The digital billboard above the Disney Store will be broadcasting #InsideOutSelfiesNYC the weekend of June 13-14^, and on the film’s release date, June 19.

Not able to make it Times Square? You can still enjoy the fun by visiting www.insideouthq.com and taking your selfie there, which can then be shared across social media.

Creative Technology Director at Grand Visual Dan Dawson, said:

“This execution is a fun way for people to interact with the characters in ‘Inside Out,’ and getting your face up in the lights of Times Square—well who wouldn’t want to do that?”

Mickey Mouse & Pals share a little Disney magic with unsuspecting shoppers.

In January 2015, Mickey Mouse and his pals visited Westfield Shopping Mall in Massapequa, New York to share a little Disney magic with unsuspecting shoppers.

Using a uniquely adapted storefront, and a touch of pixie dust, Disney Parks transformed shoppers’ shadows into Disney Characters’ shadows as they passed by. Their ‘shadows’ even interacted with shoppers who stopped to engage with them, leading up to a magical surprise.

The visit from Disney Parks Characters was an effort to remind us that we all have a Disney Side. It’s the side of us that refuses to grow up and comes out to play the moment we step through the gates of a Disney theme park.

A social film of the visit, released on 17th February, has been viewed over 80 million times on Facebook. The video has also been posted to the Disney Parks YouTube channel.

Dan Dawson, Creative Technology Director at Grand Visual said:

“This was a truly magical undertaking for Grand Visual, from concept to social film delivery. From the initial concept, sketches, content development to the creative technology, event and filmed and edited output from the event, this project is testament to the amazing team involved and our mutual respect and love for all things magic and magical… something synonymous with the Disney Parks brand.”

You can see how the action unfolded here:

On Valentines Day, Disney Parks brought the romance of New FantasyLand to Times Square in an interactive campaign which ran on Disney Store’s Times Square Spectacular digital billboard. The 2,250 square foot screen featured passers-by in romantic embraces and some participants got so caught up in their ‘Enchanted Moments’ there were two live on-screen marriage proposals during the course of the day!

Grand Visual managed 3 video feeds coming from cameras stationed high up on the Disney store roof and mixed those feeds with graphics and calls to action – “Kiss the Girl”! Each interaction was captured and an image posted to a microsite. Participants were given a unique code and could pick up, print or share their Enchanted Moment from the microsite. Grand Visual built and managed the entire process from start to finish.

Check out the highlights here: http://youtu.be/U2Fu7rLzr1Q.

As part of the ‘Let the Memories Begin’ campaign, Disney Parks, the theme park arm of the Walt Disney Company, is launching a live augmented reality experience in Times Square this week from 17-19th November. In a media first, members of the public will be able to interact with live Disney characters such as Mickey, Donald and Goofy, and star in their own billboard campaign.

“Let the Memories Begin” is designed to deliver an emotional one-of-a-kind Disney Park memory for kids and families in NYC. Participants stand in the interactive zone and look up to see themselves larger than life on the giant Disney Store Screen soaring above. Tinkerbell suddenly flies over the screen sprinkling magic and revealing a Disney character who interacts with the participants in real time. The character then poses for a photograph with the families, who are sent their shot digitally by Disney, encouraging guest to share their experience online.

Produced by the creative technology specialist, Grand Visual, in collaboration with Disney, the campaign features real Disney characters beamed in live from a green screen studio nearby. Grand Visual’s AR and vision mixing technology then merges the Disney character on screen with live footage of the families in Times Square.

The activity will create virtual memories in the form of photographs which will be screened on the Disney Store board and then instantly shared both online and on the giant American Eagle LED screen measuring 15,000 square foot. Outdoor media was booked by ABC and will be supported by a broader television, digital and press campaign.

Brewer Lister, event director at Disney Parks said: “We wanted to create an immersive Disney family experience that leaves the impression that their best Disney memories are yet to come at the Parks. The colorful parade of Disney’s most beloved characters delivers an exciting experiential campaign that can be easily shared through mobile and social media channels to generate word of mouth.”

Dan Dawson, digital director at Grand Visual said:
“It is always great to work with adventurous brands that are willing to push the envelope on technology to drive engagement. We know from our own study that fun, interactive brand experiences create longer lasting and more accessible memories. This compelling interactive experience also creates assets that can gain momentum online for maximum exposure.”

Grand Visual rounds up its clever Out of Home solutions to some of the most challenging creative briefs over on LBB Online.

What’s included:

Budweiser: This Billboard is Yours to Take

With cinemas now open and a pent-up thirst for new movies to cater for, it should come as no surprise that the UK and Ireland’s box offices are booming. Cinemas took in £18.7 million last week, £10.9 million of which was taken in just over the weekend, showing that cinema-goers are back!

So, with a huge backlog of films to be released, as well as movie debuts on VOD platforms such as Netflix and Amazon Prime, how do you stand out? With a vast amount of Out of Home campaigns for films under his belt, Grand Visual’s Creative Director, Ric Albert, knows a thing or two about nailing a movie launch.

In recent months, Ric and his team have been behind some fantastic OOH launches, including collaborations with Warner Bros and Amazon Prime. Pre-pandemic, the team also collaborated on movie launches with the likes of Sony Pictures and Disney. So, grab a refreshment and get comfy because we’re about to dive in.

Post-Pandemic OOH Advertising for Movies

Warner Bros – Wonder Woman 1984

Set to be released in June 2020, the release of Wonder Woman 1984 was delayed due to the pandemic. This led Warner Bros to rethink its launch strategy and draw attention from cinema audiences with an epic OOH stunt.

Choosing the largest digital OOH canvas in the world, standing at 828 meters high – the Burj Khalifa would definitely garner interest. A video of the stunt was shared widely online, receiving over 3 million views in 24 hours on Gal Gadot’s Instagram account.

So, Ric. What do you think?

“I don’t think there is a more exciting Digital OOH canvas to display your work than the tallest building in the world. Genuinely a bucket list job. Even for A-list Hollywood stars it seems!

Look out for more of these giant-scale activations in the future – studios love the idea of epic proportions advertising their latest blockbusters.”

Amazon Prime – The Tomorrow War

Originally set for theatrical release in December 2020, The Tomorrow War was postponed and instead released on Amazon Prime. Although it wasn’t released in cinemas, the movie still needed a stellar launch to entice audiences to watch it… and the OOH campaign did just that!

Bringing the war to cities including Stockholm, Madrid and Manchester, the campaign featured an incredible augmented reality stunt that turned these locations into scenes of The Tomorrow War. The movie went on to be a success, scoring 1.23 billion minutes of watch time, the best opening for an Amazon original movie.

“Creating an Augmented Reality campaign across 5 countries and 6 sites was no small feat,” says Ric. “…But we’ve always been pushing the capabilities of this medium, and wanted something different from a one-off stunt. Movie releases are global events, so it was fitting that the activation took place across multiple markets.”

Pre-Pandemic Advertising for Movies

A time before the pandemic feels like a distant memory, but we couldn’t not include these epic movie launch stunts. Now that restrictions have been lifted, here’s some great examples of OOH advertising for movies that’ll really draw attention.

Sony Pictures – Spiderman: Into the Spider-Verse

For the launch of Spiderman: Into the Spider-Verse, Sony Pictures wanted to steal the stage at one of the grandest OOH sites of them all – Times Square. We created an augmented reality experience that transported over 215,000 people passersby into the Spider-verse. The campaign went on to win 2 OBIE awards as well as the movie winning the Oscar for Best Animated Feature.

Over to you Ric.

“This has to be one of my favourites: prime location – tick, mass audience participation – tick, turning crowds into cartoons – tick, using facial tracking to add speech bubbles above their heads – tick. This activation had it all, and the result aligned perfectly with the film to create a unique and memorable stunt.”

Disney Marvel Studios: Doctor Strange

As a master of the mystic arts, Doctor Strange deserved more than just a static 6-sheet. Using augmented reality, we created an OOH installation across 10 markets that gave audiences the chance to harness the mystical powers of the doctor. The film went on to open in the #1 position in the US box office, eventually grossing $677 million worldwide.

“This was the perfect marriage of creative and technology – when the stars align to create something truly special… and incredibly fitting for the movie,” adds Ric. “With some gesture recognition and live video portals, we connected people in London and LA and gave everyone the chance to become Sorcerer Supreme.”

“At the end of the day, that is what all of these activations are about. Bringing some of the movie magic into the real world. Giving the public the chance to interact with their favourite characters and creating an emotional engagement with the next big movie release.”

Entertainment insights for Digital OOH. Spider Verse Times Square campaign

Charlotte Jones, Marketing Apprentice, shares how the biggest entertainment brands are using digital OOH to bring characters and storylines to life.

Did you know that US consumers spend almost as much time watching videos as they do working?¹ Or that over 60% of Millennials and Gen Z consumers stream videos daily?² Whether you’re a film buff or a series binge-watcher, or maybe you got an account simply to see what all the fuss about Stranger Things is, streaming is a part of our everyday lives.

So it should come as no surprise that the world’s biggest entertainment clients are revelling in it – with epic digital OOH campaigns. We’ve worked closely with brands such as Amazon, Spotify, Disney and Netflix to craft memorable digital OOH experiences that bring characters and storylines from popular shows to life.

Let us show you a few examples…

Amazon Prime Good Omens

Amazon Prime brought Armageddon to Times Square with this awesome Augmented Reality experience for Good Omens.

Netflix The Haunting of Hill House

Netflix scared fans with this horrifying, Augmented Reality experience for the Haunting of Hill House at Comic-Con NY 2019.

Disney My Disney Side

Disney shared the magic at this unsuspecting mall, with an immersive Augmented Reality experience!

With the dawn of digital, it should come as no surprise that 46% of internet users say that they prefer to access music through online services than buy it offline.³ Considering there are over 7 billion internet users in the world… that is a lot of people!⁴

As well as “video on demand” brands, we have also worked closely with some of the biggest music entertainment brands, including Spotify and Google, to create awesome dynamic digital OOH campaigns. Both of these examples played important roles within the brand’s broader campaign strategy.

Spotify 2018 Wrapped

Spotify gave their premium users the chance to see their ‘wrapped’ playlist appear on iconic billboards in New York, London, Berlin & Melbourne.

Google Play Music

Google Play Music showcased the app’s ability to suggest the perfect soundtrack for the consumer’s mindset at that moment.

Want to discuss your upcoming digital OOH plans? Get in touch!

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