If you are an old-school gamer, you are going to love this promotion. Disney took over Truman Brewery on London’s Brick Lane and created 8 Bit Lane, a street with a bunch of 8 Bit (think Super Mario) features. From puddles to birds, everything on this street is pixelated to highlight the 8 Bit theme of the movie.
Here is a video from Disney that shows off the activation and takes you behind the scenes as they construct the 8 bit props.
You’ll note the conspicuous inclusion of the hashtag #8BitLane. Disney encouraged visitors to the attraction to snap pictures and send to Twitter, Facebook and Instagram using the hashtag.
In addition to the social media component, there is also a pretty cool retro-looking microsite that accompanies the activation which navigates the street showing off its unique features.
This is a pretty creative way to build excitement on and offline while staying within the spirit of the product that is being promoted. The combination of an eye-catching, photogenic street activation and creative online components makes this an experiential/digital marketing win for Disney.