To generate buzz and excitement for The Angry Birds Movie in May, 2016 Sony Pictures blanketed 27 markets and utilized a first to market double decker bus execution.
Sony was looking to breathe life into a well-known but past-its-prime brand to introduce The Angry Birds Movie, while distinguishing it from the well-known mobile game. It was important to reach a broad audience with multiple touch points throughout the campaign so moviegoers could encounter many different characters within each market.
The OOH campaign was a huge hit! The creative stood out on the street and was everywhere. In addition, the 3D illuminated double decker buses created a lot of buzz – an estimated 2.9MM impressions on social media (Twitter, Facebook, Instagram)! The client was so pleased with the double decker buses that they asked to have them at their red carpet premiere – which created additional buzz.
In addition, the film ranked #1 and made just over $38M on opening weekend, which exceeded the projected opening gross.