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Capitalizing on Coachella happening just before release, we conceptualized and built a Knowhere themed pitstop that provided travelers a place to pick up supplies on their journey out to the desert.
We produced an intergalactic radio station to soundtrack the trek and also developed a targeted influencer strategy to amplify the activation.
Everything culminated in a special advanced screening of the film back in Los Angeles. IHC curated a music industry-focused crowd as a nod to the film’s musical connections, and to further solidify the Guardians’ importance within this community.
The campaigned earned the Gold Ex Award for Best Fesitval/Fanfest Activation and was also shortlisted for two 2023 Clio Entertainment Awards in the Theatrical | Film: Fan Engagement and Theatrical | Film: Experiential categories.
One part roadside attraction and one part intergalactic haven, this immersive physical destination offered festival-attendees and film fans a range of interactive experiences, including fun photo opps, musical programming and free swag.
Just a short 2-minute drive right off the 10 freeway, this activation offered guests their first taste of Volume 3 with life-size recreations of the colorful spacesuits, detailed set decorations, exclusive takeaways, endless photo moments and more.
Key details included custom-made life-size installations of the colorful spacesuits featured in the film, realistic recreations of the set and props, an analogue-style photo booth, and endless branded giveaways for an enjoyable festival weekend.
Screens throughout the space played trailer clips and also advertised K-OTG, which played throughout the venue the whole weekend.
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To round out the campaign, we also brought Knowhere to Los Angeles proper with an exclusive one-night only special screening event. The venue was completely transformed, using many of the same elements from our Depot, including the space suits. We curated an exclusive, music-focused guest list including names like Diplo, NIKI, Dorian Electra, Money Mark (of the Beastie Boys), King Tuff and many more.
James Gunn, Chris Pratt, and Pom Klementieff introduced the film to the crowd, and the screening was followed by a celebratory party, themed refreshments, and endless photo opportunities.
We developed a scripted in-world "radio station" that reflected the voice of the franchise, subtly tailored to both folks on their way to festivals while maintaining a global appeal. It captured the tone, humor and music immediately connected to the franchise, featuring prominent tracks from the previous films while also offering a sneak peak at Vol. 3.
In addition to writing, casting the host (comedian and writer Greg Barris), voice talent, pre-recording, and editing the show, we also developed the look and feel for the station and created digital and OOH promotional assets for further spread the word. Hosted on Spotify throughout the campaign, billboards on the road to Indio also encouraged folks to “tune in."
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