Thor in Madrid
Digital campaign Social Networks
Background
In October 2013, the Spanish movie theaters were hit by Thor: The Dark World the second film of the superhero prince of Asgard and demi-god of Thunder.
Need
It's not every day you have a deity like Thor on Earth, and we had to make that clear in a very conspicuous way.
Proposal
We wanted to tell, literally, that Thor had landed in Madrid. To achieve this, we placed a giant version of his hammer smashing a car in the street. The idea was that, in surprise, people would share a photo of the giant hammer on their social networks with the hashtag #THORENMADRID.
On the morning of October 26, the first of the crushed cars appeared in the Plaza de Fuencarral, and little by little other cars crushed by the giant hammer appeared in different areas of Madrid, such as the Santiago Bernabéu or the Kinépolis cinemas.
Result
Hundreds of photos and videos of Thor's hammer.
Immediate viralization in RRSS thanks to the content shared by users.
