Mario
the ask
Create unexpected immersive experience to generate buzz
and drive ticket sales for the new Super Mario Movie
situation
The Super Mario Bros. Movie is slated to be released in the spring of 2023. with an estimated budget of over $800 million, it's expected to be the biggest video game-based movie. The movie is projected to attract families of young gen z kids and millennial parents. Still, they're missing a part of Mario's original fanbase, Who are now in their early 20s to mid-30s. So, the Mario movie needs to reengage its older fan base and get them excited about its release.
insight
brief / strategy
We will attract older fans who are nostalgic for the game with an experiential campaign around the San Diego comic con that gives Mario fanatics a chance to explore and conquer a new world beyond the screens of their devices. To a Mario fan, there is no greater gift than to live out the game's core experience.
big idea
Unchartered territory
We create a Mario-themed speakeasy hidden inside "Mario's plumbing shop." Decked with Mario games for consumers to play and movie-themed cocktails and menu items. We'll direct our audience to the speakeasy through social media posts and OOH ads around the city. This campaign lets them venture into new landscapes, conquer them, and discover new worlds in twists and surprises.
While the speakeasy is open to the general public, there will be a VIP experience for those attending through the San Diego comic con. Once inside the speakeasy, an employee will ask them to "check on the plumbing" and bring them to a basement room. Designed as the Mushroom Kingdom, with giant plush mushrooms on the floor and a moving projection on the walls, the space will make festival attendees feel as if they were just dropped into the movie. once in the world, they can explore to find princess peach's castle. Inside, they will discover a simulation; This experience will follow the story of the movie's plot and allow the audience to fully immerse themselves in this new world. This simulation would be based on and use similar technology to the avatar world simulation ride at Disney.
timeline
Logistically speaking, this campaign has items that must roll out in a specific order to make the campaign come to life, and there is some overlap. Nevertheless, here is an outline of the steps.
Our campaign will start with a soft launch: the official Instagram of the Mario movie Universal and Illumination will begin to tease the Idea of an experiential event at comic con. We will then partner with influencers and industry leaders to ensure their promotion.
We will utilize PR to get the word out as our partnerships ramp up. Once in the press, and approximately two weeks before the event, influencers will start to tease the event, and OOH ads will start to pop up around the city.
On the day of the event, we will have influencers ramp up to churn conversations about the event. They will highlight their journey to the speakeasy and promote the various features. In addition, we'll post clues on our owned social channels guiding fans to the speakeasy.
Once the event ends and Super Mario World opens, we will move the simulation to continue the experience.
direction
Clues on social media
Mario-themed social clues that lead to certain OOH ads placed around San Diego (where Comicon is)
OOH ads
Mushrooms, stars, and other Mario teasers will be placed around san Diego to intrigue comic con attendees.
These OOH ads will be used as clues to guide people through the city to find the Shop.
Mario themed speakeasy
The speakeasy will feature a treasure trove of Mario-inspired easter eggs. From the outside, it will look like a hole-in-the-wall plumbers shop. Once inside, there will be an old arcade game of the original 1985 Super Mario Bros game. If you decide to play the first level and win, a door next to it will swing open, revealing the speakeasy.
When you first enter, the hostess will give you a code to pre-order a ticket to the movie.
A game bar where you can play on TVs or switches or a ds
Arcade boxes to play Mario
Lounge area with mystery boxes as seating
Leadership board to see how your fellow Mario fans are playing.
Space to play and compete with people you came with or met
Each table has a different specific Mario game
Two green pipes will serve as bars to place a drink order
Between those two green pipes will be the exclusive Mario world for fans to further explore if they have a ticket
Around the speakeasy will be Mario-themed decorations
Mario-themed drinks menu
Interactive Mario Simulation
Simulation taking patrons through the Mario world. Reminiscent of the Avatar Simulation at Universal studios
I couldn't have done it alone
Cam Walter, Hanna Wink, Kamana Krishnan, and Savannah Tindall fellow BU Advertising Grad Students