THE SPONGEBOB MOVIE: SPONGE ON THE RUN EXPERIENCE
Rose Bowl, CA
ELEVATING THE IMMERSIVE EXPERIENCE
With this drive-thru and drive-in experience, we pushed the envelope and altered the traditional interpretation of an 'immersive event' by seamlessly integrating digital and physical event elements. In Bikini Bottom, cars were photographed and digitally transported underwater. Consumers were also able to virtually interact with SpongeBob and take a photo with his AR hologram. When driving through Jellyfish Fields, jellyfish floated in and out of view on the consumers phone, giving the illusion that you were navigating through the Fields while you were driving. When parked, custom interactive games were available to play while waiting for the movie to start.
Let's dive in! Attendees were taken on an Under The Sea Road Trip Adventure for the release of The SpongeBob Movie: Sponge on the Run in support of the launch of Paramount +. This three day drive-thru and drive-in experience was elevated with the integration of digital activations. Through the use of QR codes, AR technology, photo filters and themed games, we were able to synergistically combine the digital with the physical to create an unforgettable journey for all. The digital activations were also made available to all guests who enjoyed the premiere online through a secure virtual screening platform.