iCONIC 60 Stage, Birmingham
iCONIC 25, Berlin
iCONIC 25, Amsterdam
Some of the UK’s leading retail destinations and European hot-spots hosted the stars of Ride Along 2 – Chris Hart and Ice Cube – as part of an extensive promotional tour.
To build buzz around the film’s release and encourage public interaction during the activity a fully-branded iCONIC 60 Stage and iCONIC 25 were provided by ADI at 6 locations.
The activity kicked-off outside Amsterdam’s Bijlmer Arena Railway station, close to the home of AFC Ajax, before it moved onto the super-contemporary Sony Centre in Berlin. The main staging at both venues incorporated an iCONIC 25+, where Kevin Hart and Ice Cube made live appearances to the assembled crowds and exclusive clips from the movie were screened. Members of the audience were brought onto the stage area to battle it out in a Ride Along 2 video game, with participants sitting in mini cars for the racing challenge in the hope of winning a PS4.
In addition to the screen ADI provided an Outside Broadcast solution incorporating PPU, HD cameras and operators at both locations.
After the European appearances the tour also stopped at Meadowhall, Bullring, Liverpool One and intu Braehead Shopping Centres.
A fully branded iCONIC 60 Stage was incredibly effective in catching the eye of passing footfall, offering a large 60sqm LED screen and 25sqm integrated stage area in a single unit. Members of the public were again treated to exclusive film trailers and invited on-stage to take part in live competitions.
All four sides of the iCONIC 60 Stage were branded with a vinyl wrap, allowing for promotion of the movie even while the vehicle was in transit.