Friday, February 22, 2013

An 8-Bit Day in London Town

Earlier this year, Disney transformed London's Brick Lane into "8 Bit Lane," inspired by Disney's latest animated classic, "Wreck-It-Ralph." 8 Bit Lane, the world's first pixelated street, ran from January 11-13 last month at Truman Brewery on London's Brick Lane. Disney had artists build 8-bit sculptures and then scattered those sculptures all around for people to see and talk about.

This guerrilla marketing technique by Disney didn't allow for much interaction between people and the exhibit, but it definitely got people to talk. Disney hung a large banner (seen above) with a picture of Wreck-It-Ralph himself, along with the #8BITLANE hashtag to encourage people to talk about the 8-bit street on social media sites such as Twitter.  Disney definitely created a buzz about the movie in the U.K. where the release date was February 8, a month after the street campaign launched. 

I think this street campaign was a great idea for Disney. The sculptures ranged from things like a dog, birds, and even clouds, creating a truly 8-bit street for people to walk through. Take a look at the video below to see the street exhibit for yourself! 

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