Johnny Depp surprised and delighted visitors to Disneyland last week by unexpectedly addressing them out of a digital billboard promoting Disney's "Alice Through the Looking Glass." Live-streaming allowed Depp, in character as the Mad Hatter, to actually view the park visitors and interact with them in real time from an offsite studio.
Branded content company Denizen was responsible for the one-day campaign, in collaboration Disney Parks and Disney Studios. Denizen Co-Founder Joel Jensen explained in a statement how the event was co-ordinated: "Disney liked the poster concept immediately and passed it along to Johnny Depp's team, who also jumped on board right away. We knew it would be a challenge to accommodate schedules, so it was a race to develop or invent a way to create the lagless, high-definition communication we wanted for both sides. In the end, all that hard work paid off."
The idea is similar to an out-of-home campaign for Mucinex created out of McCann New York, in which T.J. Miller, the voice of the brand's mascot Mr. Mucus, interacted in real time and behind-the-scenes with passersby at JFK Airport in New York.