#EscapedTRex crashes Montréal Comiccon! #UltimateDinos

What’s big and scary, and less extinct than you thought? How about a “real” 12-foot T. rex running loose?

For the Canadian Museum of Nature’s Ultimate Dinosaurs exhibition, we planned and executed an experiential marketing activation in Montréal that turned heads — even among the costumed fans at Comiccon!

We partnered with Ottawa dinosaur performer Adam Zimmerman to make a splash in the Montréal market and draw visitors to the summer blockbuster in Ottawa. But as with our Star Trek: The Starfleet Academy Experience campaign for Canada Aviation and Space Museum, we combined experiential marketing with a social media and media relations strategy to tell a compelling story that reached far beyond Comiccon:

Since we were also running our Captain’s Chair experiential for The Starfleet Academy Experience (#StarfleetOTT) at Comiccon, we even managed to facilitate some cross-promo between our two national museum clients:

In several short activations on Comiccon’s opening day, our #EsacapedTRex interacted with hundreds of people, with our activators distributing 750 discount coupons for Ultimate Dinosaurs to interested fans. The rule-of-thumb for experiential interactions is that each person directly engaged tells an average of 17 others if they have a positive experience, giving a word-of-mouth reach well into the thousands.

As a result of the two-day organic campaign on Twitter, the #EscapedTRex hashtag achieved 1.4 million potential impressions, as well as earned media coverage in Metro Montréal and CTV Montréal.

Did you see our #EscapedTRex at Montréal Comiccon? Tweet us at @AcartComm!

Acart is a full-service agency that understands the evolving intersection between strategy, media, and effective creative. Curiosity and data fuel our passion to effectively help transform brands. We create work that builds brands, fuels commerce, and drives measurable outcomes for our clients.

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