A WORLD OF PURE IMAGINATION: A WEEK-LONG “PHONE FACTORY” TAKEOVER CULMINATING IN AN IMAGINORMOUS-SIZED LAUNCH EVENT
Generations of fans remember and love the classic tale CHARLIE AND THE CHOCOLATE FACTORY for its celebration of imagination and creativity. We needed to tap into this powerful sentiment to get fans, VIP press and sales partners excited as the musical readied for its on-sale.
In the week leading into CHARLIE’s on-sale, we Wonkified Samsung’s 837 space—a multi-storied destination in New York’s Meatpacking District where customers immerse themselves in Samsung’s cutting-edge technology. Throughout the entire three stories, Wonka-themed content ran on TVs, phones and tablets. But the star was an interactive Broadway first: a CHARLIE AND THE CHOCOLATE FACTORY Virtual Reality Experience. In a VR tunnel, fans were invited to LITERALLY step inside a world of pure imagination by way of the TV commercial and watch the candy-fication of New York City all around them. The delicious, full-sensory event was so good, you could almost taste it.
Over 8,000 themed digital interactions took place throughout the week. On the final day, AKA hosted group agents, partners and press to experience CHARLIE’s interactive Broadway first, culminating in a performance by Willy Wonka himself – Two-time Tony Award®-winner Christian Borle – and a conversation with the creative team. Broadway’s sweet tooth was definitely satisfied.
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