PARTNER: Warner Bros. // PROJECT: Get Animated Invasion Pop-Up
Movement Strategy has worked with Warner Bros. Classic Animation since early 2017 to create a home to showcase their lifestyle products across franchises and to help build buzz and excitement around their classic characters. From this, @GetAnimated was born. To celebrate this launch and announce it to the world, we wanted to create an experience that would get the right people talking about these properties and build a springboard from which we could launch globally in 2018.
With social media continuously expanding beyond the feed, we wanted to create an immersive experience that brought the digital brand to life and blended the line between social media and reality.
The Get Animated Invasion took place in NYC during New York Comic-Con. Over the course of four days, we transformed a 6,000 square foot retail space into an immersive Instagrammable cartoon dreamland. We had eight unforgettable cartoon realms including Bugs Bunny’s forest, a Flintstones Ice Cream Bar, a Marvin the Martian Planet X filled with custom-designed Funko Pop! Toys, and so much more.
To make this as successful as we knew it could be, we brought in amazing partners to fully round out the experience.
By combining the right brands with the right vision, we were able to create mutually beneficial partnerships that elevated the experience and provided significantly more value to the consumer and the brand.
VIP LAUNCH PARTY
Before we opened to the public, we threw a VIP launch party for influencers, editors and tastemakers to get a first look at the pop-up. We invited influencer DJs to spin tunes, had Get Animated-themed cocktails, had The Cobrasnake taking party pics of the guests, and even had tattoo artists giving Marvin the Martian tattoos at the party.
The party was packed all night and even had a line around the block to get inside. We had media attendance from the likes of ELLE, Refinery29, Seventeen, Bustle, Buzzfeed, The New York Times, Business Insider, Essence, Complex, Highsnobiety, Hypebeast, VIBE, WWD, Inside Hook, and Crave.
For our three public days, we had tickets available to reserve online — free of charge — for people to skip ahead of the line, which wrapped around the block for the whole event. We used a combination of social content, press partnerships and influencers to get the word out.
The first-ever Get Animated Invasion was a massive success with lines around the block all weekend, amazing press, significant influencer attendance, and excitement from partners from around the world eager for the next pop-up.
Across digital and social the campaign drove over 40 million impressions.