Immersive brand activation was at the heart of Amazon Prime Video’s campaign to promote its feature film The Aeronauts. Partnering with Evolve Activation and creative agency AKQA, Amazon launched a nationwide experiential tour that transformed modern-day city parks into 1862-themed Victorian fairs. With hot air balloon rides, costumed performers, and historical accuracy woven into every detail, this activation captivated audiences and brought the film’s adventurous spirit to life.
Challenge:
Amazon sought to create national buzz for The Aeronauts in the weeks leading up to its theatrical and streaming release. The challenge was to go beyond traditional advertising and immerse audiences in the world of the film. Amazon needed a partner who could bring this large-scale vision to life across multiple cities, with a high level of production, historical authenticity, and public engagement.
Solution:
Evolve Activation produced a six-city immersive brand activation tour that took place in Los Angeles, San Francisco, Phoenix, Atlanta, Orlando, and Austin. Inspired by the 1860s setting of the film, each stop recreated a full Victorian fairground experience, complete with:
- A custom-built hot air balloon modeled after the one featured in the film, offering tethered rides every 6 to 7 minutes
- Over 50 live performers, including tightrope walkers, aerialists, fortune tellers, hypnotists, jugglers, and Victorian-era guides
- Film screenings projected on the side of the hot air balloon
- Nine interactive activations to transport guests into the narrative world of the movie
Evolve was responsible for a wide range of services, including location scouting, permitting, event production, tour logistics, talent sourcing, staffing, training, DOT management, warehousing, signage, and reporting. Our team worked closely with Amazon and AKQA to ensure that every detail supported the film’s themes of wonder, science, and adventure.
Results:
- Thousands of event attendees across six markets
- Continuous balloon rides running for eight hours a day in each city
- Positive media coverage and organic social media sharing from guests and influencers
- High consumer engagement rates with each activation element
- Amplified awareness and excitement leading up to the film’s release
Why It Worked:
This immersive brand activation succeeded because it invited guests to not just watch a story, but step into it. The elaborate Victorian fairgrounds, paired with theatrical performances and live balloon rides, gave guests a tangible connection to the film’s themes of exploration and human innovation. Evolve’s operational expertise and attention to detail ensured that every market delivered a consistent, high-quality experience that felt magical, cinematic, and unforgettable.
Named one of the top experiential marketing agencies by Clutch.co, we’re ready to bring your brand to life. Contact us to start your next unforgettable activation.
