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Kong: Skull Island leaves an impression in LA in far-reaching experiential marketing campaign

20, March, 2017

Bureau, New Delhi

The footprints of invincible ape King Kong are showing up across Los Angeles, helping to promote the return of the iconic beast to the American mainland.

The experiential activity brought to life by Grandesign touched down at five points in LA to generate buzz around the return of the franchise to the silver screen.

The agency produced five executions over a period of almost a week, featuring giant ape footprints strategically placed around Los Angeles, simulating a destructive journey around town by the titular oversized beast. The footprints, were, first spotted in Los Angeles' Dockweiler Beach, near Capitol Records HQ, Microsoft Square, Runyon Canyon and Dolby Theatre.

Dockweiler Beach

The enormous footprints measuring 25 feet long by 12 feet across suddenly appeared last Friday on Dockweiler Beach, using sculpted sand.

"Theres no 'promotional activity' allowed on the beach, so it was crucial that we delivered something really epic that the media would cover, or else this first and most important location of the story could have gone unnoticed," Grandesign experience creator Jasen Smith tells AdFreak. "For six days we re-sculpted and kept the prints clean looking and glistening with a water-based solution."

Capitol Records

On Sunday, Kong passed by Capitol Records. "Unloading crushed vehicles with a forklift from a flatbed on the super busy Vine Street was dangerous," says Smith. "We risked tipping the vehicles off the flatbed into oncoming traffic. Luckily we executed safely and no one was hurt! The crushed vehicles made the scene tie together. We placed fog machines in the vehicles to amplify Kong's destruction over the night."

Microsoft Square at LA Live

On Monday, the agency used 3-D vinyl and chalk to illustrate a scene of Kong's prints in Microsoft Square at LA Live. "Tons of corporate red tape from AEG Worldwide-totally understandable, but again, we couldn't risk not delivering something that had the wow factor," Smith says. "And also, since it was such a huge space, we had a lot to fill in. Our solution was to fill the Microsoft Square with tables and chairs ... only wrecking a portion of them."

Runyon Canyon

Similar to the beach execution, on Tuesday, this one popped up on Tuesday, as Kong went to have a look at the famous Hollywood sign. This stunt used sculpted dirt, scenic props and fog machines buried inside the footprints.

Dolby Theatre

Finally, on Wednesday, Kong made it to the Hollywood Walk of Fame outside the Dolby Theatre, where the premiere was held last night.

"His final stop!" Smith says. "He finally made it to the premiere and crushed his own star on the famous Walk of Fame. Challenges-to be honest, this one was a breeze, as we integrated into the premiere setup."

The activity builds upon work the studio has done with waxworks Madame Tussauds exhibitions across New York and London created to build the mystique around Skull Island, the movie's setting.

All of the Kong locations were on Waze, the traffic and navigation app-a "Kong Was Here" icon would pop up on the map as people passed by. Kong's prints around L.A. also showed up on Google Earth during the stunt.

Tags :  Experiential Marketing Legendary Entertainment Movie Marketing Kong: Skull Island Advertising Entertainment Arts Brand


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