Madame Tussauds Orlando was opening a state-of-the-art, interactive experience based on the Justice League franchise. Naturally, we wanted to get people talking about it. So we created custom Mother Boxes (they’re the source of power in the DC Universe, after all) and hid them in cities around the world. And that was just the beginning. We not only educated people about the upcoming attraction, we got them chomping at the bits to check it out.
We enlisted the help of a prop company to create authentic Mother Box replicas. Inside the box was a ticket to attend the grand opening of the attraction. To get the buzz started, we posted a new video on Instagram every day. Twelve days later, fans knew the global search for the Mother Boxes would soon be underway. Posts on Instagram featured stealth-like clues for followers of Madame Tussauds Orlando to decode—which they did (often within an hour or two of posting).
In the heart of Times Square, we took over a massive billboard for three days. Then we recruited Superman and Wonder Woman (aka Gal Gadot and Henry Cavill) to post about the attraction on social. To keep the excitement going, we brought the Batmobile itself to the front of the attraction. Yes, that Batmobile. Finally, the build-up culminated in a VIP grand opening event worthy of a superhero. Our contest winners were joined by influencers and the media alike for an epic event in the heart of Metropolis.
Impressions per day
People reached
In free publicity