Kinetic Worldwide has ideated and activated a ground-breaking experiential activation for Universal Pictures’ The Mummy. To celebrate the anticipated release of the action-adventure film on June 9, Kinetic Worldwide, WPP’s global leader dedicated to contextually connecting and activating audience on the move, has launched a larger-than-life experiential marketing campaign in LA including the reveal of a seven-ton, 75ft custom built Sarcophagus hanging from the Hollywood and Highland Center gateway in Los Angeles.
Knowing that audiences on the move have the power to act, and brands have the power to influence and convert, Kinetic strategically leveraged the Egyptian themed environment of Hollywood & Highland to develop this experiential activation and encourage sharing across mobile and social. Audiences of all ages are invited to visit the enormous structure as part of The Mummy Day, on Saturday, May 20 at 12 P.M. PDT, and snap a photo to share on social media using #TheMummy.
Leading man Tom Cruise and other cast members will be in attendance to reveal the astounding activation, which is the largest single vertical structure to ever be assembled at Hollywood and Highland. The record-breaking feat took months of engineering, nearly 90 hours to model, and approximately 400 hours to sculpt! The activation was created in partnership with Maxus, MAG (Michael Alan Group) and JLC (Joe Lewis Group), who built the Sarcophagus. Cruise, his co-stars, and director Alex Kurtzman will also invite participants to engage with The Mummy VR Zero Gravity Stunt Experience and The Mummy Escape Game at the event.
In addition to the monumental Sarcophagus, both LA and NY will be blanketed with other various forms of media formats such as wallscapes & billboards, transit media and street furniture. All OOH media kicked off on May 15 and will run through the film’s opening weekend.