To support the launch of the highly-anticipated sci-fi action film, The Tomorrow War, Amazon Prime Video staged and documented a global invasion of the alien species known as White Spikes.
In the US, a headline-grabbing military convoy transporting the captured Queen White Spike turned heads across LA and the internet with a futuristic, custom fabricated armored vehicle, escorted by a team of soldiers, practical effects, and live alien theatrics.
In this 4 day stunt, a head-turning spectacle was created that drove organic buzz and public reactions across Los Angeles. This led to widespread PR while captivating fans of the sci-fi/action genre, as well as the followingS of Chris Pratt, and Yvonne Strahovski. The event created buzzworthy social engagement and attracted a strong audience for the film leading up to the release on Prime Video.
The Military Convoy—
A 3 vehicle military convoy from the future fabricated with a custom container transported the Queen White Spike around Los Angeles.
The main vehicle transported the Queen White Spike within a cargo container mounted on the rear, while modified Humvees added to the overall visual.
The Queen White Spike—
The White Spikes are aliens that have made their way to earth, and are depicted in the film having two long tentacle-like arms that can shoot weapon-like spikes at their prey. The Queen White Spike is the largest, most cunning and ferocious, and the most elusive to capture. Yet we managed to capture the Queen for our stunt.
These iconic tentacles emerged from the vehicle, grasping and snapping at bystanders as the convoy traveled through Los Angeles. The Queen White Spike tentacle was able to intelligently react to the presence and action of nearby humans. It alternated between “attract mode” (high activity and volume) to “photo op mode” which allowed the public to approach and capture content.
The Queen was accompanied by haptics and sound effects that mimicked a struggling and angry White Spike, creating the impression that the beast that could escape at any moment.
Street Theater—
The White Spike containment team consisted of military commanders, foot soldiers and a news crew that was inspired by the film. Along the route, critical supply stops had to be made in heavily trafficked civilian areas of Los Angeles.
While stopped, the public could catch a glimpse of the Queen White Spike, who was, according to our soldiers “completely secure and under heavy sedation”. Though the creature has been known to metabolize the sedative and awaken into periodic rages.
To support the war effort, the soldiers actively recruited the public along the route. The news crew was also on the scene, shooting BTS and interviewing the public.
Teaser Film—
By setting the White Spike invasion on the 4th of July, the activation was linked to the story in the film. A short teaser film was released on social media, giving fans a sneak peek at our vehicle, the Queen White Spike, as well as the activation dates. In addition, fans were encouraged to post their own White Spike Sighting and drive to the exclusive Instagram filter.
The Tomorrow War Premiere—
To start PR and headlines, the White Spike was brought to the Tomorrow War global premiere, where it was leveraged with talent and press to create a buzzworthy social engagement. The vehicle was positioned at the end of the red carpet, creating a branded photo moment for the evening.
As the night proceeded, the vehicle gave hints that it wasn’t empty. A shriek from inside grows steadily and the vehicle begins to shake and shudder. The Queen White Speak appears from the container and unfurls the tentacle to its full length and begins its sequence.
The stunt became the main attraction of the event where the cast of the movie, including Chris Pratt and Yvonne Strahovski, numerous social influencers and 1,000 fans that attended the event were not only able to interact but start a conversation on social media.
This inciting event gave a narrative basis to other stunt days in Los Angeles. All of the above is captured onsite and rapidly edited into a “MILITARY COMMUNIQUE” piece of content, paired with the location of the transport and announcing the other series of activations.
Stunt Part Two - White Spike Sightings in Los Angeles—
Coinciding with the movie release on Amazon Prime Video, the military convoy including the street teams made up of actors, a fake news crew and BAs took to the streets, generating organic social content in Southern California’s most iconic and high-traffic locations - Hollywood Boulevard, Santa Monica Pier and Venice Beach.
The invasion was also taking place in Japan and Chile as additional sightings happened around the world, amplifying the jaw-dropping global takeover on social media.
Stunt Part Three - Huntington Beach 4th of July Parade—
As news reports are trickling in that one of the most ferocious White Spikes has been captured, word continued to spread of the alliance invasion and recruit fans to join the fight at the Huntington Beach 4th of July festival. The time-honored holiday tradition featured craft and vendor booths, food trucks, beer/wine garden, live entertainment and amusement rides open to the public.
Festival goers could see the detained White Spike in action and interact in a themed area decorated with props at the Pier Plaza Festival. The Tomorrow War assets were also prominently featured in banners, signage and branded elements. Ultimately, the festival garnered over 200,000 visitors and concluded with an elaborate firework display.
Social Strategy—
Faux “News crew” captured the movement of the convoy over the stunt days, generating near-live content for social channels. Users were able to easily generate and share content through the spectacle, photo ops and live theater. In the days following the live stunt, the best footage and reactions are edited and released to the press as a compilation video for the final PR push of the activation.
PRESS HIGHLIGHTS
