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The objective was to create a buzz at the retail level, drive awareness of the new Ice Age DVD release and push sales in Wal-Marts across key markets in Canada. By creating an experiential marketing concept that brought the essence of the film to life, I gave consumers a unique and memorable brand experience that helped drive sales of the DVD release. I brought the movie to life with the ‘Piranha Attack Adventure’. Kids could try their luck at retrieving Scrat’s Acorn in a pool filled with voracious foam piranhas. Whilst field reps explained the features of the DVD to the by standing parents, kids enjoy a small experience of one the film's main character Scrat, in his ongoing mission to protect his acorn. In return for risking their lives amongst the foam piranha filled pool, the intrepid kids were rewarded with button badges and temporary tattoos for their bravery.
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