Tool's ambitious experiential ideas gave more breadth to the world of entertainment
Thanks to ambitious experiential campaigns and work with some of the most popular entertainment properties of the year, Tool of North America’s 2019 revenue jumped 20 percent, including a 200 percent increase in its experiential gross revenue.
A slew of projects for Amazon Prime brought fan favorites to life. Season 2 of “The Marvelous Mrs. Maisel” debuted alongside the revived Carnegie Deli, long a New York staple before it shuttered recently. The menu and décor were thrown back to the 1950s, and locals lined up around the block to get sandwiches named for the show’s characters. In the spring, the deli came back as a food truck for the TV upfronts.
Tool also created a 60,000 square foot interactive arena at San Diego Comic-Con to promote three Amazon series: hard-sci “The Expanse,” dark superhero story “The Boys,” and Victorian fantasy “Carnival Row.”
Aramique Krauthamer directed “Quest #ForTheThrone,” a global scavenger hunt for the most hardcore fans of HBO’s “Game of Thrones.” Iron thrones hidden in six remote locations around the world drew tens of thousands of treasure hunters who followed clues posted on social media. A behind-the-scenes documentary captured 24 hours of 360-degree video at each throne location for use in the hunt, and three couples got engaged on the thrones once they found them