A Different Angle on Promotion: Hidden Tickets
- Feb 24, 2016
- 2 min read
Free Imax tickets were hidden around Birmingham last July to promote Marvels new super hero movie Ant-Man. The tickets were released the day before the movie came out. I think this was a such a creative PR stunt; even though this happened over six months ago.
If you have not heard of Ant-Man here is a quick summary. Paul Rudd plays a cat burglar, named Scott Lang who is armed with a suit that shrinks him to an incredible size (ant size to be exact) but it also gives him additional strength. He has to help his mentor pull off a heist that will save the world.
The tickets were the size of post stage stamps, 5 X 10mm. The 100 tickets were hidden around landmarks in Birmingham with magnifying glasses next to them. I think if the PR team would have left tickets around another big city say… Minneapolis, it would have had a big impact on ticket sales. If they would have done this in Fargo, I would have gone out looking for tickets! Why not?!
The Imax released the clues about the location of the tickets on the IMAX’s twitter page. It was smart to use Twitter as the media platform because people would most likely follow the page to be able to track the updates on the next clue. It was also a great way to get people active and moving before they go sit and watch a movie.
I think this PR move was a smart idea because this movie was not advertised as much as the other Marvel super hero movies like Ironman or Captain America. There was less hype around the movie because Ant-Man is not as well-known as a super hero. I think this tactic was effective because it increased awareness of the movie with the public.
P.S. If you like super hero movies and are wary about seeing this one, I have heard it is a funny movie and Paul Rudd does a great job!
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