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California Classics - Big Screen Immersive Event

Overview

An extension of a travel marketing co-op campaign with The Guardian and Sky Movies, Black Diamond brought together Visit California and Secret Cinema to create one of the largest immersive live cinema events in London. The all-encompassing worlds of The Lost Boys and Top Gun were recreated on a disused site near the London Docks to create a full weekend festival complete with film screenings. Black Diamond also created a series of digital experiences around the event, launched a one-off Californian newspaper and created a new online radio station.

Results

The event attracted 20,000 paying customers and generated both local and international press. A bespoke social campaign generated over 57,000 interactions.