Disney tasked Sublime to assist with promoting and amplifying social interactions for the release of Mary Poppins Returns. To announce the long-awaited return of everyone’s favourite nanny we created a series of regional stunts to drive consumers into cinemas. High footfall locations in Covent Garden, Manchester Media City and Birmingham Grand Central Station were secured for the activity with very short lead time. The activity involved recruiting a nationwide team of actors to play 1920’s gas lamplighters who were dressed in themed costumes and we provided a stack of era appropriate props.
The regional teams distributed replicas of Mary’s iconic parrot umbrellas as incentives for making social media posts to promote the release. Sublime utilised its network of photographers to capture the activity and facilitate syndication to media photo-desks and social channels.