The challenge was to engage with the press and influencer audience and invite them to Disney’s private view event for the release of the new film.
We rekindled some of the Star-Lord 80’s magic from Guardians of the Galaxy Vol 2, using simple cardboard engineering combined with modern tech. We recreated the legendary blue and yellow outer of a Walkman, complete with blister pack, and sent it out with a link to our microsite on the invitation. By accessing the site, users were able to enjoy their own retro “Walkman” experience by placing their phone in the cardboard outer – the phone mimicked the cassette tape going round and played the brilliant “Awesome Mix Vol 2”.
The response was fantastic: journalists and bloggers using their “Walkmans” were all over social media. Yahoo Movies were kind enough to say “This may be the greatest thing we’ve ever seen or heard”, whilst Radio 1’s film critic led with “Marvel marketing department: I salute you.”, and Kerrang confirmed that “this is the best and only portable cassette player in the galaxy”.
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