Everyone loves a photo op, especially when they get a chance to step in to a movie set. Knowing this, we recreated a scene from Thor's cinematic experience: Thor's hammer embedded in a rocky pillar with a backdrop of movie graphics. This alone drew curiosity, but what drove our success was the challenge posed to consumers who came in for a closer look. Attempt to lift Thor's hammer to prove your strength and worthiness. Many tried - many failed - and all were amazed when a small child was able to do what a fully-grown man wasn't.
This element of surprise drew crowds of onlookers, constant lineups and word of mouth that all played a part in a #1 opening weekend at the Box Office.
We are drawn to different aspects of every hero in pop culture; Iron Man's brains and resources, Captain America's patriotism and fighting abilities, Hulk's immense size and fury. These characters have endured because they embody what we desire to be, but on a level we could never achieve. Thor's appeal comes in the form of strength and nobility. His hammer is the symbol of his power in that only he, a worthy soul, can wield it and unleash the power within.
By first understanding why Thor resonates with consumers we were able to design an interaction that would not only be memorable, but would allow them to touch and feel an enduring piece of pop culture.
Find A Way
"Wield Thor's Hammer" required a fairly large set that had to be mobile, setup and torn down quickly and executed without the benefit of rented space - not an easy challenge.
We were able to ensure our success by carefully mapping and scheduling where we wanted to be then deploying advance teams to ensure our selected locations were available, free of competition and would not be interrupted by any unforeseen circumstances.