Creating a monster

Integrated Campaign

In Summer 2010, we helped Universal Studios Hollywood successfully launch a new attraction – King Kong 360 3D – around the premise that King Kong had never been so real. By leveraging this as the center of the messaging, we were able to speak to the intensity and bring his existence into people’s everyday lives with a massive stunt that got enough press coverage it almost made people question whether in fact it wasn’t just a ride. As we approached the second phase of King Kong 360 3D for Summer 2011, the natural place to go was to build off the intensity of our existing campaign. So we tapped into actual guest experiences, showing just how thrilling the ride was without giving away an ounce of the surprise.