Fox Unleashes Live Penguins to Promote 'Ice Age' DVD - Event Marketer

Fox Unleashes Live Penguins to Promote ‘Ice Age’ DVD

DB_Silver_Fox - Iceage_2003 Ex
Brand: FOX
Agency: PARADIGM SHIFT WORLDWIDE
Awards: EX AWARDS — BEST INTEGRATED P.R.PROGRAM FOR AN EVENT
Year: 2003

Even though Ice Age was already a major motion picture smash, you never know when the media will give a home-video release a luke-warm reception. Los Angeles-based Paradigm heated things up with an interesting p.r. campaign that scheduled live penguin appearances on national and local television stations to promote the new DVD.

News outlets were provided with creative B-roll from an event in which SeaWorld Orlando’s Penguin Encounter was turned into an Ice Age Penguin Premiere. Fox created a Hollywood-style environment at the entrance of the habitat, installing a red carpet and setting up stunt paparazzi photographers and spotlights. Crystalline glaciers and a mini-blizzard with snowflakes swirling onto the “arrival scene” were nice touches.

Preparing for the screening portion of the event called for setting up under arctic temperatures. Working with SeaWorld animal handlers, Paradigm installed a large movie screen bordered by oversized, Ice Age-branded popcorn buckets, later filled with fish and served to the penguins while the cute creatures “watched” the movie. Three additional monitors were set up in an adjacent viewing area and 100 local school children were invited to join the screenings.

The next component involved strapping DVDs to penguins and sending them into news stations to hand-deliver the flick. But the Artic penguins from the premiere event had to stay in a sub-freezing environment or risk dying after just a few minutes. So Fox had to import some Magellan penguins from Argentina to make the drop.

As you may have guessed, the media went wild. The DVD debuted with the help of 15.5 million media impressions generated from 167 A-level outlets.

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