8-Bit Lane

THE SCENE

For the release of Disney’s Wreck-it-Ralph in the UK, Disney wanted to engage a wider 18-34 year old general audience, and create conversations and communities around the film. Set in the world of 80s arcade video games, the film tells the story of what happens to the characters when the arcade lights go out. We were briefed to create an idea that would utilise a range of channels and touch points, and generate talkability.

INTO THE FOLD

We created an 8-bit takeover of Dray Walk in the heart of East London’s Brick Lane. Entitled ‘8-Bit Lane’ the takeover was a nostalgic reference to the world of 80s arcade games, combining iconic computer game references with 8-bit animals, street furniture, cars, signage, and the world’s first Blippar-able building.

THE IMPACT

Widely covered in the film & gaming press and generated a huge following on Twitter, with 1.25 million users coming in contact with the 8bitlane hashtag within the first 6 hours of launch, firmly positioning Disney at the centre of the conversation.