The experiential agency stunned Los Angeles by dropping King Kong-sized footprints in five locations to promote the premiere of King Kong: Skull Island.
Locations included Capitol Records- where the scene was set with smashed cars and fog machines, Dockweiler Beach, Microsoft Square at LA Live, Runyon Canyon and the Hollywood Walk of Fame. All locations were marked on Waze, the traffic navigation app, with a “King Kong Was Here” icon, and appeared on Google Earth.
In an era where people are entranced by their phones and tablets, it’s refreshing to see a stunt that makes passersby look up. The promotion’s impact not only comes from its colossal size, but from the placement. Promotional activity is prohibited on the public beach, making the 25 feet long by 12 feet wide footprints even more jarring. Pair that with King Kong showing up on your GPS, and you’ve got people’s attention.