In the realm where fantasy meets reality, Warner Bros. Pictures has orchestrated a multifaceted marketing campaign ahead of its highly anticipated film, “Wonka”. Ranging from immersive virtual experiences to limited-edition consoles and Wonka-inspired hotel stays, the studio, in collaboration with various partners, has definitely pulled out all the stops to captivate audiences and bring them closer to the magical universe of the quirky chocolatier.
[Image Creds: Cryptoflies]
Warner Bros. has partnered with the high-end retailer Bloomingdale’s to create a virtual Wonka-inspired world within the metaverse. As part of Bloomingdale’s holiday campaign, the browser-based virtual store immerses fans in a digital recreation of Willy Wonka’s legendary chocolate factory. Divided into sections such as the Beauty Bar and Gift Box Outpost, the main attraction is the Wonka Room – a candy wonderland filled with puzzles, pajamas, and cosmetics featuring icons from the film. The experience also allows visitors to explore and interact with digital items through a digital scavenger hunt, unlocking exclusive movie clips.
The studio also took an innovative approach by tapping into user-generated content with an engaging and lighthearted fan activation campaign. Warner Bros. decided to collaborate with the award-winning app developer Lightricks, allowing users to use the Videoleap video editing tool to transform their surroundings into the scene from the film. By encouraging fans to participate, the film allowed fans to become co-creators of the promotional content. Therefore, they managed to create organic content that helped to build up the excitement and offered a participatory approach for fan engagement.
Another company that decided to jump into the Wonka universe was Microsoft. The company also joined forces with the studio to create a limited-edition Xbox Series X console inspired by the aesthetic of the film. This collaboration added a gaming angle to the overall marketing strategy and managed to harness fan enthusiasm through promotional posts and graphics.
[Image Creds: Xbox Wire]
In a further move to transcend the screen, Warner Bros. Studios also collaborated with Highgate Hotels by offering fans a chance to step into the heart of Wonka’s universe. The industry-leading hotel management firm offered the possibility of staying in Wonka’s Sweet Suites, available at select hotels in New York City and Los Angeles, transforming rooms into Wonka-themed wonderlands. Offering clients the opportunity to not just stay but immerse themselves in the Wonka experience.
[Image Creds: NBC New York]
Warner Bros. Pictures’ multifaceted marketing campaign is not just about promoting a film; it has managed to invite audiences to step inside a fantastical world of pure imagination. From the metaverse to real-world experiences, the studio’s collaborative efforts with various partners ensure that the Wonka magic extends far beyond the confines of the silver screen.
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