Men in Black: International – join the Men In Black (MIB) London branch

1. Brief

Sony Pictures generated awareness and buzz in the lead up to the release of MIB: International with an experiential execution at Waterloo Station – inviting members of the public to “Join MIB – London Branch.”

​

2. Response

Participants were invited to join MIB via a video message from Chris Hemsworth and Tessa Thompson. A custom GIF booth captured each recruit putting on their iconic Police MIB sunglasses. Their GIF was then emailed to them to share via their own social channels and displayed on the giant Waterloo Motion screen hero’ing all the new agents. 

​

Staff distributed branded pairs of MIB sunglasses or a pack of Reese’s Peanut Butter Cups to everybody who took part. 10 influencers were also involved to maximise the campaign’s reach and engagement.

3. Results

• 2M footfall
• 1,750 sunglasses distributed
• 2 minute average involvement.