Mattel | Moonspell Magic by Monster High
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Outernet London,
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Creative Concept | Design | Creative Production | Event Management | Content Management
Brief.
To celebrate the highly anticipated launch of Moonspell Magic by Monster High, a brand-new doll line featuring five whimsical witches, Mattel asked us to create a truly immersive, brand-authentic experience. As the main event to mark this launch for both the UK and US, the experience needed to drive buzz, social content, product awareness, as well as sales.
Solution.
We transformed the Now Trending space at the Outernet into a magical realm, using the wraparound screens across two walls and the ceiling, as well as sound and lighting. Each zone was also marked by uniquely designed 3D structures that mirrored the personalities of the doll on display. This truly immersive experience placed the witches right in the heart of London.
Guests entered through the Cauldron, printed on the exterior windows, and embarked on a spellbinding journey through each witch’s zone, guided by the Book of Spells - their map to the experience.
In every area, visitors completed themed activities before collecting stamps and exclusive giveaways bespoke to each witch. The experience culminated with a surprise from the Magical Cauldron, leaving guests officially “under the spell” as new members of the Moonspell Magic by Monster High coven, complete with a bag full of magical goodies.
This was a fantastic opportunity to create an immersive brand world that delighted fans and brought the magic of Monster High to life.
Results.
The experience was hugely successful, with a record-breaking 3,900 visitors on opening day. Both children and adult fans ‘skullectors’ queued from 9:30 am to be among the first to enter.
Across the whole weekend, the experience had just under 1750 participants interacting.
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